Marketing de museus: influências de variáveis demográficas na percepção dos visitantes

Abstract

Personal perceptions may differ accordingly to visitors' individual experiences in a museum. This research purpose was to identify the differences in constructs such as the dimensions of perceived quality, culture orientation, learning orientation, attitude, satisfaction, intention to recommend and effective learning, according to social variables such as age, levels of income and levels of education. The research methodology was quantitative, based on a survey with 617 questionnaires collected, 587 valid ones. Data analysis were in terms of equality of means in SPSS software. Research results showed that effective learning depends on all the chosen variables (education, income and age) and, thus, influence the visitor experience. The distinct levels of income and education also result in significantly different perceptions about culture orientation. Furthermore, the intention to recommend the museum do not differ on any variable.