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

Author

Listed:
  • Giacomo Del Chiappa
  • Giuseppe Melis
  • Marcello Atzeni

Abstract

Negli ultimi anni, nei musei si ? progressivamente affermato un approccio manageriale maggiormente market-oriented. In questo contesto, l?analisi della soddisfazione dei visitatori ? diventata un?attivit? di fondamentale importanza. L?obiettivo di questo lavoro ? capire se le emozioni possano considerarsi come variabili di segmentazione in ambito museale, se ad un diverso vissuto emozionale corrisponda oppure no un diverso grado di soddisfazione dei visitatori e, infine, se tale soddisfazione dipenda anche dalle caratteristiche socio-demografiche dei visitatori. A tale scopo, lo studio presenta e discute i risultati di un?analisi statistica (cluster analysis, gerarchica e non gerarchica, e chi-square test) effettuata su un campione di 487 osservazioni raccolte tramite questionario somministrato face-to-face ai visitatori del Museo Archeologico di Cagliari. Il lavoro contribuisce ad approfondire la conoscenza in tema di soddisfazione nella fruizione dei servizi museali e fornisce informazioni di supporto alle politiche di marketing museali. .

Suggested Citation

  • Giacomo Del Chiappa & Giuseppe Melis & Marcello Atzeni, 2014. "Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(4), pages 19-38.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-004003
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    References listed on IDEAS

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