Location Attractiveness as a Major Factor in Museum Visitors’ Choice and Satisfaction

Previous studies have examined the role of museums in enhancing the image of a destination and in attracting and conveying additional tourists’ fluxes. A number of studies argue that, although not all museums are a destination of choice for visitors, still a great museum or a strong exhibition program do represent a national and international attraction. This paper overturns this argument. It investigates whether an appealing location such as a tourist destination can be considered as an influencing added attribute in determining in prospective visitors the level attractiveness of a pay cultural event taking place therein. In other words, this study examines whether location plays a role in the overall visitor’s satisfaction and affect consumer behavior. Therefore, the paper verifies whether an appealing location may function as an attractive platform for cultural events, through which a visitors’ satisfaction may be positively influenced.