Abstract
The role of museums in developing urban tourism is researched with special attention to the motivation constructs of visitors and the possible added value of a “museumpark”. Interviews with visitors were held in order to identify their motivation. The laddering technique was used to analyze the data. Both the interviews and the survey results can be used for the purpose of strategic positioning of the museum and cultural urban tourism. Marketing implications can be deduced from core motives. In addition, for urban authorities and tourism marketers, the motivation and behavior patterns of museum visitors offer interesting clues when developing an attractive urban tourism product.
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