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Visitor Satisfaction at the Museum: Italian versus Foreign Visitors


  • Juan Gabriel Brida

    () (Free University of Bozen)

  • Marta Disegna

    () (Free University of Bozen)

  • Tsvetina Vachkova

    () (Free University of Bozen)


Trying to understand what comprises and influences visitor satisfaction is one of the most relevant areas of research for the tourism sector. The aim of this study is to analyze which factors influence overall satisfaction with the visit at the museum, with particular interest in origin, feelings, and motivations. The research is based on 1038 questionnaires collected from June to December 2011 among the visitors of the South Tyrol Museum of Archaeology (ÖTZI) in Bolzano, Northern Italy. Logit models were used in order to estimate the set of independent variables that significantly influence both the overall satisfaction of the sample and the eventually differences between Italian and foreign visitors in the perception of satisfaction. The results suggested that the overall satisfaction was related to the origin of the respondent, their feelings, and motivations. Furthermore, opinion about showrooms and other services received during the visit appears to be positively and significantly related with overall satisfaction. From this knowledge, museum managers can profit in their willingness to offer the optimal museum experience, as well as museum marketers in their advertisement campaigns in Italy and abroad.

Suggested Citation

  • Juan Gabriel Brida & Marta Disegna & Tsvetina Vachkova, 2013. "Visitor Satisfaction at the Museum: Italian versus Foreign Visitors," BEMPS - Bozen Economics & Management Paper Series BEMPS02, Faculty of Economics and Management at the Free University of Bozen.
  • Handle: RePEc:bzn:wpaper:bemps02

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    References listed on IDEAS

    1. Mano, Haim & Oliver, Richard L, 1993. " Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Oxford University Press, vol. 20(3), pages 451-466, December.
    2. Westbrook, Robert A & Oliver, Richard L, 1991. " The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 84-91, June.
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    More about this item


    Overall satisfaction; feelings; museum; Logit model.;

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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