Generating Emotions and Satisfaction through Cultural Activities in Mu seums

The objective of the current work is to analyze how the characteristics of cultural activities promoted by museums (group composition, group dynamics, duration, theme, venue, new technologies) and service quality affect the emotions experienced by participants and, consequently, their satisfaction and behavioural intentions (word of mouth and revisiting intentions). The study of a museum's friends association participating in different activities allows us to test the proposed hypotheses. Results show that group composition and dynamics impact the emotion felt during the activity as well as the use of new technologies and activities staged outside the museum. Moreover, having the right equipment available together with the support of museum staff is felt to be a crucial antecedent of satisfaction and future behaviours.