Abstract
ABSTRACTIncreasing competition among leisure attractions is hindering museum socio-cultural and economic performance. This study analyses the impact of innovation and market orientation on museum performance. In addition, it seeks to offer more specific contributions in relation to the influence of managers’ attitudes concerning museum management decisions on how to adopt increased market orientation. This research targeted two samples that entailed 397 and 272 Spanish and Latin American museums respectively. Partial least squares multi-group analysis was used to accomplish this study’s objectives. Research findings provide some evidence that museum performance is influenced by innovation and market orientation, but the most significant link shown by the proposed model is between market orientation and innovation. This cross-national research seeks to test a model of museum performance in two different places to provide results that suggest further managerial contributions and avenues for future research.
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