FACTORS AFFECTING MUSEUM VISITORS’ SATISFACTION: THE CASE OF GREEK MUSEUMS

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Mavragani Eleni
Constantine Lymperopoulos

Keywords

Cultural Tourism, Museums, Marketing, Tourists’ Satisfaction

Abstract

Greek museums, in the new era of economic recession, face the agony of surviving and at the same time chase the challenges for sustainable development. The scope of this survey is to define the groups of tourists who visited Greek public museums and their evaluations of the museums’ services. The cluster analysis, forms different groups of tourists, and the principal component analysis reveals the factors that represent museum’s quality characteristics. The analysis of variance follows, to correlate the already defined clusters per factors and to answer the research questions. The quantitative research reveals that, there are three different groups of tourists, and confirms that visitors behave according to the group they belong. Therefore, in formulating a strategy to attract and satisfy the cultural tourists, the improvement in the provision of educational services and the better training of the personnel are needed, since most problems are noticed on these aspects.

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