Strengthening Members' Relationships through Cultural Activities in Museums

Abstract

Museums promote cultural activities related to their main activity in order to bring them closer to their public. The objective of this paper is to analyze how the characteristics of such activities and service quality affect the emotions experienced by participants and the intent to strengthen their relationship. The study of a museum's friends association participating in different activities allows us to show that group composition and interaction impact the emotion felt during the activity as well as the use of new technologies and activities staged outside the museum. Moreover, having modern and visually appealing equipment together with the support of museum staff is crucial by those attending cultural activities as an antecedent of satisfaction and relationship strength.

KEYWORDS:

• Museums
• emotions
• satisfaction