Perceived authenticity and museum visitors' behavior: a case of South Tirol's museum of archeology in Bolzano

In this study we analyze perception of authenticity by visitors of South Tyrol's museum of archeology, best known as Otzi museum, in the Autonomous Province of Bolzano (Italy). With the help of factor analysis we individuate two factors related to authenticity and study the determinants of the perception of authenticity by the visitors. Individuated factors are then employed to explain visitors' behavior at the museum. In particular, we study how perception of authenticity is related to the time visitors spend at the museum. Next we investigate the influence of authenticity on shopping behavior of museum visitors. The relevant data were obtained from a survey undertaken in the months from June to August 2010 at site. The empirical findings provide important insights for the management of the Otzi museum.