Abstract

«Cultural heritage management» implies a deep knowledge of visitor expectations and customer experience, in order to be able to structure and diversify the organization and the quality of planned service offering. The «Museums' Visitor Identikit» is a project that... takes its strength from the data collected by the «Zètema Progetto Cultura» (a cultural organisation in Rome) from customer satisfaction surveys gathered since 2000, and from ticket office reports. The timespan considered is the period from 2010 to 2015, during which time nearly 24.000 interviews were conducted. Some highlights of the analysis include that 98% of the visitors in 2015 were generally satisfied with their visit to Rome's museums, and that the median visitors to the Rome Civic Museum Network were adult, non-Italian women, travelling in pairs, were employed, have attended university, and were visiting the museum for the first time. Finally, the analysis of each museum indicates among other things that young visitors' greatest concerns were about ticket prices, while visitors residents in Rome were interested in temporary exhibitions hosted in the museums.