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Visitors’ experience in a modern art museum: a structural equation model

  • JG. Brida
  • M. Pulina

    ()

  • E. Riaño

This study aims to provide a better understanding on the museum experience by studying visitors’ motivation, satisfaction and likelihood to return to the Museum for Modern and Contemporary Art (MART) of Rovereto (Italy). The empirical data were obtained from a survey undertaken from September to November 2009. A theoretical model to analyze the attractiveness factors of the museum based on two exogenous variables (push and pull motivation) and two endogenous variables (satisfaction and loyalty) is used and a structural equation model is estimated as a confirmatory tool of the hypothetical model. The findings reveal that tourists visiting the MART are mainly motivated by push factors, as relaxation, looking for a new experience and learn new things. Loyalty also positively influences the probability to return to the MART and recommend to friends and family. However, visit the city or the region of Trentino has no impact on satisfaction and loyalty to the MART. Besides, loyalty to MART does not imply the probability to recommend a visit to Rovereto.

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Paper provided by Centre for North South Economic Research, University of Cagliari and Sassari, Sardinia in its series Working Paper CRENoS with number 201026.

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Date of creation: 2010
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Handle: RePEc:cns:cnscwp:201026
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  1. Beatriz Plaza, 2006. "The Return on Investment of the Guggenheim Museum Bilbao," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 30(2), pages 452-467, 06.
  2. Frey, Bruno S. & Meier, Stephan, 2006. "The Economics of Museums," Handbook of the Economics of Art and Culture, Elsevier.
  3. Lampi, Elina & Orth, Matilda, 2008. "Who visits the museums? A comparison between stated preferences and observed effects of entrance fees," Working Papers in Economics 298, University of Gothenburg, Department of Economics.
  4. David Maddison & Terry Foster, 2003. "Valuing congestion costs in the British Museum," Oxford Economic Papers, Oxford University Press, vol. 55(1), pages 173-190, January.
  5. Beatriz Plaza, 2008. "On Some Challenges and Conditions for the Guggenheim Museum Bilbao to be an Effective Economic Re-activator," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 32(2), pages 506-517, 06.
  6. Victor Ginsburgh & David Throsby, 2006. "Handbook of the economics of art and culture," ULB Institutional Repository 2013/1673, ULB -- Universite Libre de Bruxelles.
  7. Roberto Cellini & Tiziana Cuccia, 2013. "Museum and monument attendance and tourism flow: a time series analysis approach," Applied Economics, Taylor & Francis Journals, vol. 45(24), pages 3473-3482, August.
  8. William Luksetich & Mark Partridge, 1997. "Demand functions for museum services," Applied Economics, Taylor & Francis Journals, vol. 29(12), pages 1553-1559.
  9. David Maddison, 2004. "Causality and Museum Subsidies," Journal of Cultural Economics, Springer, vol. 28(2), pages 89-108, May.
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