The role of atmosphere in Italian museums: effects on brand perceptions and visitor behavioral intentions

This paper examines the role of museum atmosphere in affecting brand trustworthiness, perceived quality, visitor satisfaction, and visitor behavioral intentions in a museum context in Italy. While broadly examined with reference to stores, atmosphere has been rarely looked at in the museum context, particularly in Italy, the authors developed a research framework to investigate the relationships among museum atmosphere, brand trustworthiness, perceived quality, intention to revisit, and intention to recommend. Using a survey as a research instrument, the study was conducted with 1,370 visitors of three Italian museums: Museo delle Culture (MUDEC), Museo del Novecento, and Galleria d’Arte Moderna (GAM). Results show that the museum atmosphere affects both perceptions of brand trustworthiness, and visitor behavioral intentions. The paper makes the case for using the development of the atmosphere as a strategy to include the visitor perspective in the museum value co-creation process. Theoretical and managerial implications are then outlined.