Marketing Museums and Exhibitions: What Drives the Interest of Young People

This article shows an approach to understanding the preferences of museum attendees. It is based on rule-developing experimentation (augmented conjoint analysis) and is demonstrated by a case study assessing what influences the interest of young people to attend an exhibition or museum. The study surveyed 224 U.S. respondents ages 18 to 35 comparing the impacts of features, services, benefits, and the time or type of visits influencing young people to attend an exhibition. The findings will be of interest to museum and hospitality marketing.