Marketing Museums: An Empirical Investigation Among Museum Visitors

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Abstract
This study of museum visitors was conducted in 24 Historical and Museum sites in Pennsylvania. The study was designed to discover service quality, and the needs, wants, interest and satisfaction level of all visitors so that the 24 museum sites around the state of Pennsylvania can serve the public at a higher level. A self-administrated questionnaire was used to gather information. A reasonable number of visitors were selected using systematic and random selection procedures. According to this sampling method, every visitor would have a chance to be in the sample for perfect representation of visitor population. A total of 2,025 visitors were included in the sample, and 1,932 of them successfully completed the interviews. Findings indicated that museum visitors of Pennsylvania were highly satisfied with collections and exhibits, labels, educational and entertainment values of exhibits, audio-visual facilities, admission prices, parking, seating and restroom facilities, and directional signs. Rati...

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