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Greek Museums and Tourists’ Perceptions: an Empirical Research

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  • Eleni Mavragani

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

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.

Suggested Citation

  • Eleni Mavragani, 2021. "Greek Museums and Tourists’ Perceptions: an Empirical Research," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(1), pages 120-133, March.
    • Handle: RePEc:spr:jknowl:v:12:y:2021:i:1:d:10.1007_s13132-015-0283-2
    DOI: 10.1007/s13132-015-0283-2
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    References listed on IDEAS

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    1. Alex Deffner & Theodoros Metaxas, 2003. "The Interrelationship of Urban Economic and Cultural Development: the Case of Greek Museums," ERSA conference papers ersa03p206, European Regional Science Association.
    2. de Ruyter, Ko & Bloemer, Jose & Peeters, Pascal, 1997. "Merging service quality and service satisfaction. An empirical test of an integrative model," Journal of Economic Psychology, Elsevier, vol. 18(4), pages 387-406, June.
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    Cited by:

    1. Eui-Bang Lee & Heon Baek, 2024. "Prediction of Information Diffusion of New Products: Based on Product Launch and Media Difference," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 6802-6831, June.

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