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.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Ashworth, G., & Goodall, B. (1990). Tourist images: marketing considerations. In B. GOODALL & G. Ashworth (Eds.), Marketing in the Tourism Industry. London: Routledge.
Barnett, C. (2001). Culture, policy and subsidiary in the European Union: from symbolic identity to the governmentalisation of culture”. Political Geography, 20(4), 405–426.
Bonn, M., Joseph-Mathews, S. M., Dai, M., Hayes, S., & Cave, J. (2007). Heritage cultural attraction atmospherics: creating the right environment for the heritage cultural visitor. Journal of Travel Research, 45, 345–354.
De Ruyter, K., Bloemer, K., & Peetres, P. (1997). Merging service quality and service satisfaction–An empirical test of an integrative model”. Journal of Economic Phsycology, 18(4), 387–406.
Deffner, A., & Metaxas, T. (2006). “The interrelationship of urban economic and cultural development: the case of Greek Museums”, Paper presented to the 43rd European Congress of the Regional Science Association (ERSA), University of Jyvaskyla, Discussion Paper Series, vol. 12, no 4 (pp. 57–82).
Devesa, M., Laguna, M., & Palacios, A. (2009). The role of motivation in visitor satisfaction: empirical evidence in rural tourism. Tourism Management, 15, 1–6.
Eraqi, M. I. (2006). Tourism services quality (TourServQual) in Egypt. The viewpoints of external and internal customers”. Benchmarking: An International Journal, 13(4), 469–492.
File, K. M., Cermak, D. S. P., & Prince, R. A. (1994). Word-of-mouth effects in professional services buyer behaviour”. Service Industries Journal, 14, 301–314.
Fishbein, M. (1967). Attitude and the prediction of behavior. In M. Fishbein (Ed.), Readings in attitude theory and measurement (pp. 477–492). New York: John Wiley.
Foley, M., & Mcpherson, G. (2000). Museums as Leisure”. International Journal of Heritage Studies, 6(2), 161–174.
Galani-Moutafi, V. (2004). Tourism Research on Greece. A Critical Overview”. Annals of Tourism Research, 31(1), 157–179.
Gazi, A. (2008). Artfully classified and appropriately placed: notes on the display of antiquities in early twentieth-century Greece”. In D. Damaskos & D. Plantzos (Eds.), A singular Antiquity. Archaeology and Hellenic Identity in twentieth-centiry Greece (67–82). Athens: Mouseio Benaki.
Gilmore, A., & Rentschler, R. (2002). “Changes in museum management. A custodial or marketing emphasis? Journal of Management and Development, 21(10), 745–760.
Hamilakis, Y. (2007). The nation and its ruins: antiquity, archaeology and national imagination in Greece. Oxford: Oxford University Press.
Hamilakis, Y., & Yalouri, E. (1996). Antiquities as Symbolic Capital in Modern Greek”. Antiquity, 10(267), 117–129.
Helm, S., & Schlei, J. (1998). “Referral potential-potential referrals. An investigation into customers’ communication in service markets”, Track 1-Market Relationships. In Proceedings 27th EMAC Conference, Marketing Research and Practice (pp. 41–56).
Henning-Thurau, T., Gwinner, K. P., & Gremler, D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relionship quality. Journal of Service Research, 4, 230–247.
Huo, Y., & Miller, D. (2007). Satisfaction Measurement of Small Tourism Sector (Museum): Samoa. Asia Pacific Journal of Tourism Research, 12(2), 103–117.
Kawashima, N. (1998). Knowing the Public. A Review of Museum Marketing Literature and Research. Journal of Museum Management and Curatorship, 17, 21–39.
Kong, L. (2000). Culture, Economy, Policy: trends and development”. Geoforum, 31, 385–390.
Kotler, N. (2001). New ways of experiencing culture: the role of museums and marketing implications. Journal of Museum Management and Curatorship, 19(4), 417–425.
Kotler, N., & Kotler, P. (2000). Can museums be all things to all people?: missions, goals and marketing’s role. Journal of Museum Management and Curatorship, 18(3), 271–287.
Kotler, N., Kotler, P., & Kotler, W. (2008). Museum Marketing & Strategy. San Francisco: Jossey-Bass.
Luce, J. V. (1975). Homer and the Heroic Age. London: Thames and Hudson.
Mavragani, E. (2008). Comparing Strategic Approaches between National and Private Museums in Athens” (pp. 1650–3740). Sweden: e-publication, NaMu IV, Linkoping University. ISSN (print): 1650–3686, ISSN (online).
Mavragani, E. (2014). National Archaeological Museums and the Growth of Tourism in Greece. Journal of Regional Socio-Economic, 4(1), 61–74.
Mavragani, E., & Lymperopoulos, C. (2013). Factors affecting museum visitors’ satisfaction: the case of Greek museums. TOURISMOS, 8(2), 271–287. ISSN: 1790–8418, (print), ISSN: 1792–6521 (online).
Mavragani, E., & Lymperopoulos, C. (2014). Museum visitor intentions to revisit and recommend. Journal of Regional Socio-Economic, 4(3), 2049–1395.
McKercher, B., & Du Cros, H. (2002). Cultural tourism: the partnership between tourism and cultural heritage management. London and New York.
Nowacki, M. M. (2005). Evaluating a museum as a tourist product using the servqual method”. Journal of Museum Management and Curatorship, 20, 235–250.
Parasuraman, A., Zeithaml, A. V., & Berry, L. L. (1985). A Conceptual Model of service quality and its implications for future research”. Journal of Marketing, 49, 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and Reassessing of the SERVQUAL Scale”. Journal of Retailing, 67, 420–450.
Phaswana-Mafuga, N., & Haydam, N. (2005). Tourists’ expectations and perceptions of the Robben Island Museum- a world heritage site”. Journal of Museum Management and Curatorship, 20, 149–169.
Poria, Y., Buttler, R., & Airey, D. (2001). Clarifying heritage tourism”. Annals of Tourism Research, 28(4), 1047–1049.
Prentice, K. (1993). Tourism and heritage attractions. London: Routledge.
Prentice, R. C. (1998). Tourism as experience: the case of Heritage Parks. Annals of Tourism Research, 25(1), 1–24.
Richards, G. (1996). Production and Consumption of European Cultural Tourism”. Annals of Tourism Research, 23(2), 261–283.
Richards, G. (1997). The Social Context of Cultural Tourism”. In G. RICHARDS (Ed.), Cultural Tourism in Europe. Wallingford: CAB International.
Ritchie, J., & Goeldner, C. R. (1994). Travel, tourism and hospitality research: a handbook for managers and researchers. New York: John Wiley & Sons.
Seaton, A. V., & Bennett, M. M. (1996). Marketing tourism products: concepts, issues, cases. London: International Thompson Business Press.
Shemwell, D. (1998). Customer-service provider relationships: an empirical test of a model of a service quality, satisfaction, and relationship-oriented outcomes. International Journal of Service Industry Management, 9(2), 155–168.
Sivadas, E., & Baker-Prewitt, J. (2000). An examination of the relationship between service quality, customer satisfaction and store loyalty”. International Journal of Retail & Distribution Management, 28(2), 73–82.
Soderlund, M. (1998). Customer satisfaction and its consequences on customer behaviour revisited-the impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty”. International Journal of Service Industry Management, 9(2), 169–188.
Tighe, A., “Research on cultural tourism in the United States”, Travel and Tourism Research Association Proceedings, pp. 387–391, 1991
Tobelem, J. M. (1998). The Marketing Approach in Museums”. Journal of Museum Management and Curatorship, 16(4), 337–354.
Van Den Bosch, A. (2007). Cultural Memory re-presented at the Quai Branly Museum”. In R. Rentschler & A.-M. Hede (Eds.), Museum marketing: competing in the global marketplace. Oxford: Butterworth Heinemann, Elsevier Science.
Van Der Borg, J. (1994). Demand for City Tourism in Europe”. Annals of Tourism Research, 21, 832–833.
World Tourism Organization. (1985). The role of recreation management in the development of active holidays and special interest tourism and the consequent enrichment of the holiday experience. Madrid: World Tourism Organization.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31–46.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Mavragani, E. Greek Museums and Tourists’ Perceptions: an Empirical Research. J Knowl Econ 12, 120–133 (2021). https://doi.org/10.1007/s13132-015-0283-2
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s13132-015-0283-2