Greek Museums and Tourists’ Perceptions: an Empirical Research

Eleni Mavragani ()
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Eleni Mavragani: International Hellenic University, School of Economics, Business Administration & Legal Studies

Journal of the Knowledge Economy, 2021, vol. 12, issue 1, No 8, 120-133

Abstract: Abstract The role and the importance of the museums in the cultural and economic development of cities are prominent. Marketing strategies could help museums to fulfill their mission and to maximize visitors’ satisfaction. A quantitative research was conducted among tourists who visited five Greek museums, in five cities. The scope of this research was to investigate the level of their satisfaction and their intention to recommend and revisit the museum in the future. The importance of visitor’s satisfaction is illustrated by the emphasis on word of mouth communication and the relationship between satisfaction and the desire to make recommendations for the service provider. Museums’ directors and the Greek authorities should take advantage of the existing opportunities of marketing techniques, by designing a clear and effective marketing strategy, aiming at fulfilling museum’s mission along with visitor’s satisfaction.

Keywords: Museum marketing; Cultural tourism; Service quality (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s13132-015-0283-2

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