Determinantes del grado de satisfacción en la visita a un atractivo cultural: El Caso del Museo de Antioquia - Colombia

• Autores: Juan Gabriel Brida, Pablo Daniel Monterubbianesi, Sandra Zapata Aguirre
• Localización: Estudios y perspectivas en turismo, ISSN 0327-5841, ISSN-e 1851-1732, Vol. 22, Nº. 4, 2013, págs. 729-744
• Idioma: español
• Títulos paralelos:
  • Determinants of Visitor's Satisfaction to a Cultural Attraction: The Case of the Museum of Antioquia, Colombia
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• Resumen
  • español

    Los museos pueden llegar a competir directamente con otros atractivos culturales dentro de las alternativas de uso del tiempo libre de los visitantes, y de esto han sido conscientes sus gestores. Aunque los museos son principalmente organizaciones sin ánimo de lucro, en las últimas dos décadas éstos se han visto presionados a captar un amplia y diversa audiencia. Características demográficas, actitudes, percepciones y expectativas son aspectos que hacen parte de las dimensiones del conocimiento que se debe tener de los visitantes. El objetivo del presente trabajo consiste en analizar los determinantes del grado de satisfacción de los visitantes de un museo, considerando el caso particular del museo de Antioquia (Colombia). Para ello, se realiza un análisis empírico empleando un modelo logit ordenado, a partir de 410 encuestas realizadas a turistas y residentes que visitan este museo, considerando entre los determinantes características socioeconómicas, de la visita y experiencias de los visitantes. Los resultados muestran que el hecho de ser extranjero, tener mayoría de edad y haber pagado para entrar al museo eleva la probabilidad de caer en una categoría de satisfacción mayor. Por otro lado, una mejor señalización y un mejor trato por parte del personal de las salas elevan la satisfacción del individuo; a la vez que el trato del personal en taquilla no resulta tan relevante.

  • English

    Museums may compete directly with other cultural attractions in the race for capturing the leisure time of visitors and, museums managers have been aware of it. Although museums are primarily non-profit organizations, in the past two decades they have been pressured to capture a wide and diverse audience. Demographic characteristics, attitudes, perceptions and expectations are part of the knowledge that museums must obtain from their visitors. The aim of this paper is to analyze the determinants of the level of satisfaction of visitors in a museum, being the Museum of Antioquia (Colombia) the study case. For it, an empirical analysis is applied using an ordered logit model from 533 surveys of residents and tourists who visit this museum. Socioeconomic characteristics and visitor experience are considered as determinants. The results show that being a foreigner, being older and having paid for entrance increase the likelihood of being in a greater satisfaction category. Likewise, a better signage and treatment by the staff of exhibition rooms influence visitor satisfaction.

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