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Factors of visitor satisfaction in museums of Puerto Varas, Chile: Valued attributes and visitor profile

Year: 2025
Type: article
Study design: Observational Study
Abstract: This study analyzes the factors that determine visitor satisfaction in museums located in an emerging tourist destination, an area still underexplored in the literature on cultural tourism.Using a quantitative approach, data from 380 on-site surveys in Puerto Varas, Chile, were analyzed through descriptive statistics, chi-square tests (with Cramer's V), and multiple linear regression.Results reveal a distinct visitor profile: predominantly non-resident tourists (61.8%), young (68.4% aged 18-34), and highly educated (79.5% with higher education).While recreational (33.6%) and cultural (32.1%) motivations prevail, significant associations with age, education, and gender were found (p < .05).Crucially, the regression model identifies that global satisfaction (M=5.85/7) is primarily driven by the story behind objects (β=0.163,p<.01), the exhibition objects themselves (β=0.137,p<.01), and infrastructure (β=0.110,p<.05).Segmentation analysis further uncovers divergent patterns, where narrative content significantly predicts satisfaction for women and residents, while men and non-residents prioritize tangible attributes.It is concluded that visitor satisfaction depends on the interaction between museum environment attributes and visitor characteristics, providing guidelines for differentiated management in emerging cultural destinations.
DOI: 10.4067/s0718-235x2025000200197
Language: English
Subfield: Museology
Open Access status: diamond
OpenAlex ID: W7140731426
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