Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale

Author/s Giacomo Del Chiappa, Giuseppe Melis, Marcello Atzeni
Publishing Year 2014 Issue 2014/4 Language Italian
Pages 20 P. 19-38 File size 104 KB
DOI 10.3280/MC2014-004003
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The role of emotions in museums: implications for visitors’ segmentation and satisfaction 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.

Keywords: Emotions, segmentation, satisfaction, experience, museums, cluster analysis.

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Giacomo Del Chiappa, Giuseppe Melis, Marcello Atzeni, Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale in "MERCATI & COMPETITIVITÀ" 4/2014, pp 19-38, DOI: 10.3280/MC2014-004003