Marketing Museums: An Empirical Investigation Among Museum Visitors

Abstract

This study of museum visitors was conducted in 24Historical and Museum sites in Pennsylvania. The study was designed to discover service quality, and the needs, wants, interest and satisfaction level of all visitors so that the 24 museum sites around the state of Pennsylvania can serve the public at a higher level.A self-administrated questionnaire was used to gather information. A reasonable number of visitors were selected using systematic and random selection procedures. According to this sampling method, every visitor would have a chance to be in the sample for perfect representation of visitor population. A total of 2,025 visitors were included in the sample, and 1,932 of them successfully completed the interviews.Findings indicated that museum visitors of Pennsylvania were highly satisfied with collections and exhibits, labels, educational and entertainment values of exhibits, audio-visual facilities, admission prices, parking, seating and restroom facilities, and directional signs. Ratings were very high for courtesy, friendliness, interpretive skills, availability, and ability to answer questions of staff and tour guides.In summary, the underlying dimensions of museum studies suggest that the museum experiences of visitors are great assets for policy analysis and managerial implications. Therefore, visitor's satisfaction must be periodically checked and marketing plans of museums should be revised according to the needs and wants of museum visitors.

Enhancing the application of experiential marketing in the arts

“…4 In an empirical study of service quality in museums, Yucelt identifies several dimensions that drive satisfaction with the museum experience, including the quality of offerings, amenities and convenience. 5 In a study of symphony audience segmentation, Garber et al found that, while the actual symphony performance was an important driver of satisfaction, it was '. .…”

2. Die Öffnung von Museen für ihr Publikum

“…Schließlich hat auch die Marketingperspektive ihren Platz im Spektrum der Zugangsweisen zu Fragen des Museumspublikums (vgl. Gün-ter 1997, Schuck-Wersig & Wersig 1994, Yucelt 2000. Darüber hinaus hat sich die Publikumsforschung geöffnet für vielfältige Impulse, seien es Managementmethoden wie Benchmarking, die Freizeit-und Tourismusforschung oder die Cultural Studies.…”

“…Davies 1994, Gerritson 1987, Jensen 1997, Lord & Lord 1988, Schuck-Wersig, Schneider & Wersig 1988, Yucelt 2000. Während vielfach Fragen zu kommunikationspolitischen Maßnahmen wie Öffentlich-keitsarbeit dominieren, widmen sich andere Studien prinzipieller dem Thema Publikumsentwicklung (vgl.…”

Özel Müzelerin Kültür Turizmi Potansiyeli Açısından Değerlendirilmesi: Balıkesir Örneği (Evaluation of Private Museums in terms of Cultural Tourism Potential: Balıkesir Example)

“…Yücelt (2000) araştırmasında müze ziyaretçilerinin hizmet kalitesi algılamalarını ölçmüştür. Müze personeli ve rehberlerin nezaketi, cana yakınlığı, her an hizmete hazır olması gibi değerler yüksek çıkmıştır.…”