The Influence of Cultural Heritage and Tourism Marketing on Greek Thematic Museums through a Visitor Survey

Abstract

This article aims to record the visitor’s satisfaction with the services provided in Greek thematic mu-seums, the behavioral intention of visitors, and whether tourism marketing techniques take place in thematic museums. There was an attempt to record the opinion of the people working in thematic mu-seums and their perception of tourism marketing, the perceptions of visitors about their experience, their satisfaction, the existing situation in the thematic museums of the country, and the possible changes that may arise having as main purpose the increase of tourist traffic. The ultimate goal of the research model investigated and analyzed in the article is to understand if the visitor will revisit the mu-seum or will be the word-of-mouth advertisement of the museum. There is a need for tourism market-ing techniques in museums, as well.