engleski

Tourists' experiences and expectations towards museums and art galleries –empirical research carried out in Dubrovnik

The museums and art galleries market is heterogeneous with many and varied visitors. The purpose of the paper is to find out what is it that tourists want from museums and art galleries experience. For the purpose of this paper we have carried out primary research in September and October in 2012. , in the area of Dubrovnik including the sample of 300 tourists. The aim of the research was to examine tourists' experiences and expectations towards museums and art galleries. The inquiry contains 25 questions and includes the questions refering to socio-demographic characteristics of the tourists, experiences and expectations towards museums and art galleries, as the stakeholders of cultural offer in Dubrovnik. For collecting data we have used method of interviewing including the sample of 300 tourists who have visited Dubrovnik in 2012. It is evident that there is a gap between real experiences and tourists expectations. Tourists expect inovations so museums and art galleries managements have to apply new, more effective marketing strategies such as to overcome existing business practice. It could be the path for the increasing number of visitors flow and revenues as well as long-term sustainability.

tourists; experience; expectations; museums; art galleries; Dubrovnik

Recent advances in business management and marketing ; Business and Economics series. 7