Visitors’ satisfaction and perceived affective qualities towards museums: the impact of recreational areas


  • Uberta Ganucci Cancellieri Università per stranieri Dante Alighieri di Reggio Calabria
  • Sara Manca Sapienza Università di Roma
  • Francesca Laurano
  • Erica Molinario Sapienza Università di Roma
  • Alessandra Talamo Sapienza Università di Roma
  • Annamaria Recupero Sapienza Università di Roma
  • Marino Bonaiuto



museum environment, museum experience, visitor studies, affective qualities of places, recreational areas


This study investigates the role played by environmental factors on users’ evaluation of a museum visit. An empirical research was carried out to detect visitors’ satisfaction and assessment of museum experience, with a special focus onto its recreational areas (i.e., gift shop and restaurant/cafeteria). A sample of 160 visitors of two museums of Rome (50% Italians and 50% English mother tongue) completed a questionnaire including scales on affective qualities of places (Russell & Pratt, 1980), satisfaction towards the visit, and motives for the visit. Results showed the relevance of recreational areas, especially the gift shop, in facilitating the creation of a positive relationship between the visitor and the museum environment. Users’ assessment was also associated to differences in visitors’ mother tongue, age, educational level and motives underlying the visit.

Author Biography

Marino Bonaiuto

Dipartimento di Psicologia dei Processi di Sviluppo e Socializzazione, Sapienza Università di Roma, Rome, Italy.CIRPA - Centro Interuniversitario di Ricerca in Psicologia Ambientale, Sapienza Università di Roma, Rome, Italy.