Tourist experience in museums: perceptions of managers and visitors


  • Marlusa de Sevilha Gosling Associate Marketing Professor of Federal University of Minas Gerais - Brazil
  • João Albino Silva
  • Julio Mendes
  • Mariana de Freitas Coelho
  • Italo Brener Carvalho


Museums, museum marketing, managers’ perceptions, visitor’s perception, visitor’s experience.


The purpose of this paper is to comprehend differences between museum’s managers perceptions and visitors’ experience. The methodology is qualitative and exploratory comprising three different perspectives: museum’s managers’ directives, visitors’ general opinion (pre experience) and visitors’ post experience. Data were collected through interviews with all the three groups at Belo Horizonte, Minas Gerais, Brazil. Results show that there are incongruences between managers and visitors’ view. Some interviewees highlighted their lack of interest in visiting museums and others affirmed their visit was conditioned to social influence and curiosity. Managers highlighted distinct aspects of museums’ experience: interactivity, visitors’ independence and events schedule. The authors acknowledge the financial support given by Fapemig and Capes.


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Tourism/Hospitality: Research Papers

How to Cite

Gosling, M. de S., Silva, J. A., Mendes, J., Coelho, M. de F., & Carvalho, I. B. (2024). Tourist experience in museums: perceptions of managers and visitors. Tourism & Management Studies, 12(2), 107-116.