Location Attractiveness as a Major Factor in Museum Visitors’ Choice and Satisfaction

Abstract

This paper is intended to give a contribution to the debate on the functional relationship between the museum and the local territory; more specifically, the aim of this study is to understand the role of a museum location in attracting visitors and influencing their processes of choice and satisfaction. The study follows, in particular, a previous study conducted by Mariani and Mussini (2013) Data show that, for the majority of visitors, the exhibition had been located elsewhere, they would not have visited it. Thus, an appealing location or a structured tourist destination may function as an attractive platform that may contribute to enforce the overall visitor's satisfaction with regard to his or her attendance to a cultural event.Furthermore, such a fact depends on specific objective variables (e.g., level of education, age), although no significant differences were reported between segments based on other socio-demographic characteristics such as sex. To conclude, arts and cultural managers should market and position cultural events in locations that can function as attractive, thus as emotionally driven experience consumption sites. Furthermore, they should consider both the cognitive and the emotional aspects of visitor's experience when designing and planning their events, as well as when assessing visitor's satisfaction. Cognitive and emotional aspects should be considered simultaneously when measuring visitors' satisfaction. In shaping visitors' satisfaction, emotions, such as the pleasure to be in a particular location, are more significant than cognitive aspects, such as the theme of the exhibition. * Acknowledgments: The authors would like to thank "Fondazione di Venezia" for providing them with data used in the analysis.The usual disclaimers apply. * Federica Codignola (F.C.) and Paolo Mariani (P.M.) share the final responsibility for this paper, however F.C. wrote sections 1, 2, and 6 and P.M. wrote sections 3, 4, and 5.Federica Codignola, tenured assistant professor,

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“…Researchers define different factors and dimensions which together form experience and afterward affect satisfaction and behavioral intentions. Consumer experience consists of a lot of factors and may be frequently influenced by their involvement, later compiling overall satisfaction (Codignola & Mariani, 2017). Experience economy theory in depth describes the experience as a model of four dimensions which are used widely in research: entertainment – the desire to joy; education – the desire to learn; esthetic – the desire to be in a certain place; and escapism – the desire to go and do something (Pine & Gilmore, 2000).…”

The impact of new affective components on museum visitor retention: the context of major city event using SEM and CTree

“…Previous studies have reported that satisfaction is connected to intention and represents a strong predictor of visitor revisit intention (Choo et al , 2016). Several authors have argued that the satisfaction of museum visitors represent a good foundation for increasing customer behavioural intention (Codignola and Mariani, 2017; Endah et al , 2017; Tofighian, 2015; Kang et al , 2018). However, limitations reveal that researchers have mostly ignored the impact of satisfaction on museums in the context of an event, as well as how events influence museum visitor behaviour.…”

“…Researchers have underlined the value of the experience for museum visitors (Roppola, 2012; Dirsehan, 2012) and events visitors (Rodriguez-Campo et al , 2019). Events create a certain experience that encompasses museums participating in these events; in addition, museums can create a very new experience during an event (Codignola and Mariani, 2017). It is reasonable to expect that experience is an important dimension of perceived value that it has an influence on a visitors' affective components and has an indirect influence on conative component (on their intention to revisit).…”

“…In turn this has been shown to improve the attractiveness of the major city event overall. Thus, museums can be seen as an important influence when appealing to visitor attendance at these collaborative events (Codignola and Mariani, 2017). The Museum Night is a unique phenomenon to study.…”

Global Tourism and Language Learning: the Study Abroad Sector

“…Cities begun attractive for students when they are already tourist destinations offering lot of events and activities. Due to their presence in a specific destination (Codignola & Mariani, 2017), museums and art exhibitions are few of the main attractions that benefit of the presence of language students as the visit is part of the 'full immersion' in the culture of the location offered by the schools.…”