Qual Quant (2014) 48:2817–2840
The behaviour of repeat visitors to museums:
review and empirical ﬁndings
Juan Gabriel Brida · Marta Disegna · Raffaele Scuderi
Published online: 2 October 2013
© Springer Science+Business Media Dordrecht 2013
Abstract This study presents a theoretical and operational framework for analysing repeat
visit to museums. Starting from the literature on repeat visit in tourism, the speciﬁcities of
these cultural attractions are made explicit through a review of theoretical and applied works.
Consistently with previous contributors, the paper suggests that the analysis of actual past
behaviours has to be preferred to the one of attitudes. The application of proper econometric
models is also remarked in order to put into account individual proﬁles. Information coming
from three techniques is then used in an integrated way in order to provide a more compre-
hensive view of the phenomenon. Evidence from an ad hoc survey suggests the necessity to
give a greater attention to perceived cultural value during the visit, promoting cultural events
during the week and addressed to children, and taking care of those visitors that come from
far places also through an integrated tourist supply.
Keywords Repeat visit · Museum · Behavioural approach · Econometric modelling
Repeat visit is one of the main targets of tourist attractions and destinations managers. After
all motivating visitors to return is more cost-effective than attracting new ones (Ennew and
Binks 1996). Beyond contingent factors such as price promotion, motivation related to the
features of the visited place remains the key factor that operators try to inﬂuence for the sake
of stimulating the return to the destination. In recent years a growing literature has widely
discussed about loyalty and its determinants. In particular many works focused on providing a
description of the characteristics that are likely to cause the return of tourists to a destination.
But meaning the loyalty as an indication of the adequacy of supply in satisfying the demand
for leisure might be misleading in some cases.
J. G. Brida · M. Disegna · R. Scuderi (
School of Economics and Management, Free University of Bolzano, Piazza Università 1,
39100 Bolzano, Italy