Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale
Melis, Giuseppe;Atzeni, Marcello
2014-01-01
Abstract
In recent years, in museums an increasing market-oriented approach has been developed. In this context, the visitors’ satisfaction has been recognized as a key element in gaining an advantage over competitors. This study investigates whether emotions on visitors’ experience, whether emotions can be considered as a suitable variable to segment visitors at a museum. Further, it analyses whether emotions influence visitors’ satisfaction, and whether this depends on socio-demographic characteristics or not. A structured questionnaire was developed and data were collected at the National Museum of Archaeology in Cagliari in Sardinia (Italy) via 487 face-to-face interviews. Hierarchical and non hierarchical cluster analysis and a series of chi-squared tests were run for the purpose of the study.File | Dimensione | Formato | |
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