Abstract
Abstract Museums have a vested interest in attracting and retaining loyal audiences to their galleries and special events, be they residents or tourists. However, there is very little evidence as to what visitors are seeking in their museum experiences (Harrison, 1997). This study employed a relatively new survey methodology designed to identify the underlying reasons for visitors' patronage behaviors. More specifically, the laddering technique was used to better understand what motivates people to visit a particular museum, what do they think about while visiting a museum, and how do they evaluate a museum as compared to its closest competitors. Such an understanding can assist management in satisfying visitor expectations. It can also assist an organization in defining its image to be projected in promotional campaigns.
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