Visitors’ satisfaction and perceived affective qualities towards museums: the impact of recreational areas
Keywords:museum environment, museum experience, visitor studies, affective qualities of places, recreational areas
AbstractThis 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.
Copyright (c) 2018 Uberta Ganucci Cancellieri, Sara Manca, Francesca Laurano, Erica Molinario, Alessandra Talamo, Annamaria Recupero, Marino Bonaiuto
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