Visitors’ satisfaction and perceived affective qualities towards museums: the impact of recreational areas

This study investigates the role played by environmental factors on users’ evaluation of a museum visit. An empirical research was carried out to detect visitors’ satisfaction and assessment of museum experience, with a special focus onto its recreational areas (i.e., gift shop and restaurant/cafeteria). A sample of 160 visitors of two museums of Rome (50% Italians and 50% English mother tongue) completed a questionnaire including scales on affective qualities of places (Russell & Pratt, 1980), satisfaction towards the visit, and motives for the visit. Results showed the relevance of recreational areas, especially the gift shop, in facilitating the creation of a positive relationship between the visitor and the museum environment. Users’ assessment was also associated to differences in visitors’ mother tongue, age, educational level and motives underlying the visit.