The cost of a visit to the museum: Analysis of a survey

Author of the article “The cost of a visit to the museum: Analysis of a survey” analyzes the results of a survey of visitors conducted from July 26 to August 15, 2012 at three national museums – the National Museum of Ethnography and Natural History, the National Museum of Fine Arts, and the National Museum of History of Moldova, as well as at the Natural and Cultural Reserve “Old Orhei” and the Pushkin House Museum in Chisinau. There has been used a questionnaire consisting of 12 questions. After analyzing the social status and occupation of the respondents, after determination of the reason for visiting the museum, systematization of data on the degree of satisfaction and the views on the entrance fees, the authors of the study concluded that these five museums’ visitors willing to pay for access to the museum from 13 to 28 MDL, but only if this visit can meet their informational and emotional needs. The public requires a high standard of information, a lot of respect from museum staff, a certain atmosphere of relaxation and a treatment that satisfies all expectations. Regardless of social class, occupation, age, way of perceiving the museum institution, and the level of satisfaction, all respondents consider that the price of the entrance ticket should be increased.

At the time of the survey, the majority of visitors came to the museum because of curiosity or because of social circumstances, without having a clear purpose to visit a specific exhibition or examine the museum contents because of some personal, social or scientific interest. This indicates the ineffectiveness of promotional campaigns / tools applied by museums. At the same time, although the majority of museum visitors note that this is a positive experience for them, there is a part of visitors who are less satisfied with the museum contents. It is clear that visitors prefer modern museums, which are able to satisfy their need for information and relaxation.

The survey results show that the museums do not attract tourist groups, indicating that the organizers of tours do not include museums in tourist routes.

The authors consider that research to the public should be on the agenda of each museum in order to discover the needs and wishes of their visitors and to meet these requirements as best as possible.