Understanding museum visitors’ experience

A comparative study

Bibliographic Data

ID15695453
AuthorsJuan Gabriel Brida (0000-0002-2319-5790, Universidad de la República de Uruguay, corresponding author), Marta Meleddu (0000-0003-3081-0584, University of Sassari), Manuela Pulina (0000-0002-2975-1786, University of Sassari)
Year2016
Volume6
Issue1
Pages47-71
Publication date2016-05-16
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Cultural Heritage Management and Sustainable Development (JOURNAL)
Journal identifiersISSN: 2044-1266 • E-ISSN: 2044-1274
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/jchmsd-07-2015-0025
OpenAlexW2405822283
LanguageEN
Citations received19
References cited55

Purpose – The purpose of this paper is to examine museum visitors’ experience. The objective of the research is to explore preferences, behaviour, overall. This study experience and the determinants on repeated visits to two heritage sites. In particular, a more comprehensive regression approach is introduced and employed to compare results at two regional museums. Design/methodology/approach – First, a factor analysis identifies a set of orthogonal factors related to visitors’ perceptions on their positive and negative experiences at two different museums. Second, a two-step cluster analysis is implemented to identify specific demand segments. Third, a regression analysis reveals the key determinants that influence visitors’ perceptions on the quality of services provided at the cultural sites. The empirical data were collected at two archaeological museums located in Sardinia and Trentino Alto Adige (Italy). Findings – On the whole, some homogeneous findings have been obtained for the two cultural sites, regardless of the different levels of attractiveness exerted by these two museums. Moreover, the outcomes highlight that the two museums need to be reinterpreted and reorganised with the provision of supplementary services, able to satisfy a broader audience, and enriching their traditional mission that is to collect, preserve and exhibit the archaeological heritage. Practical implications – The methodological approach presented in this paper is for practitioners and curators to deepen their understanding of their consumers and to improve the overall quantity and quality of services offered. Originality/value – This paper presents a novel and integrated approach to investigate customers’ experience and their needs with the aim of improving the overall quality of the services provided at the museum. The proposed methodology is used to analyse multidimensional aspects of the visit to a cultural site. Within the literature on museum marketing and management, this methodological framework can be regarded as an alternative approach to analyse visitors’ experience, characteristics, behaviour, preferences and to elicit specific characteristics of different segments of demand

Aesthetics · Archaeology · Art · Attractiveness · Business · Cultural heritage · Empirical research · Geography · Homogeneous · Originality · Perception · Qualitative research · Quality (philosophy · Set (abstract data type · Social science · Sociology · Value (mathematics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Diverse Aspects of Tourism Research · Psychology · Marketing

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