Visitors of Two Types of Museums: Do Expenditure Patterns Differ?

Abstract

Abstract:The authors study the determinants of the expenditure behaviour of visitors to two types of museums. Ad hoc surveys were conducted between June and September 2011 of visitors to the South Tyrol Museum of Archaeology and the Museum of Modern and Contemporaneous Art of Trento and Rovereto (MART). These are the two principal museums in the Italian provinces of Bolzano and Trento. The double-hurdle model is used via the Heien and Wessels two-step estimator. This procedure splits the process of spending decision into the stages of 'selection' and 'outcome', and also results in consistent estimates. The findings highlight two distinct profiles. The spending of visitors to the modern art museum is positively related to its cultural interest, whereas the expenditure profile of the archaeological museum visitors is more 'generalist'.Keywords: visitors' expenditure; museums; double-hurdle model; spending behaviour C19; D12; L83 Museums are the most popular cultural attractions (McKercher, 2004), followed by art galleries and monuments. Their unique cultural role is built on the creation of new understandings of the past and the reaffirmation of an identity in time and space (McIntosh and Prentice, 1999), which is often unavailable elsewhere (Graburn, 1983(Graburn, , 1998Tufts and Milne, 1999). For a long time This research was supported by the Autonomous Province of Bolzano project 'Le attrazioni culturali e naturali come motore dello sviluppo turistico. Un'analisi del loro impatto economico, sociale e culturale', and by the Free University of Bolzano projects 'Determinants of tourist expenditure: theory and microeconometric models' and 'Museum visitors: a comparative socio-economic analysis'.

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