QUANTITATIVE VISITORS' ANALISYS TO THE FARM CULTURAL PARK MUSEUM (FCP), IN FAVARA, SICILY (ITALY)

Abstract

This study focuses on one line of cultural tourism. Specifically, in a contemporary art museum, located in Favara, (Agrigento), Sicily, called Farm Cultural Park (FCP) Museum. The study analyzes the profile of FCP visitors, from the perspective of cultural, sustainable and participatory tourism. A total of 302 surveys were conducted during June, July and August 2020. Therefore, it must be considered that they were the first months after the confinement decreed in the country due to Covid-19, with all the obvious difficulties. Data analysis was carried out with the SPSS statistical program in its version 26. The methodology was based on a structural equation model (SEM), with different causal relationships among the analyzed constructs. Tourists came with the precise interest of visiting an open museum, with a very high social and participatory component. The visitors were fully satisfied by the staff who welcomed them. A medium-low level of spending was observed, linked to consumption inside the museum. And, unfavorable opinions were expressed on a lack of signage to arrive in FCP. The final results support the influence of preferences upon satisfaction, which originates attitudinal loyalty. Therefore, it would be very important for Sicily to show that tourism on the island could not be seasonal, due to the magnificent climatic conditions that prevail throughout the year. It would also be crucial to expand research on the synergies of cultural tourism that could be generated between the Valley of the Temples, in Agrigento, and the FCP, in Favara. In this way, a greater range of sites would be offered that concern various interests and ideas, both for the department’s business community, as well as for tourists. The corollary of these actions would be to increase the presence of Agrigento on the map of international cultural tourism. All this should be capable of transforming, enhancing and making known the richness of territorial diversity, traditions and historical and environmental contexts, first in the department of Agrigento, and later, throughout the island.