https://orcid.org/0000-0002-5346-9502
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ABSTRACT
Museums are becoming increasingly market-oriented as a consequence of their limited budgets. Museum professionals are paying greater attention to visitors’ needs and desires expecting to increase their willingness to pay more for the museum experience. A partial least squares analysis test was performed to determine the influence of loyalty on willingness to pay more, and the effect of satisfaction and image on the loyalty of the two most visited museums of Spain: Prado Museum and Reina Sofia Museum. Two hundred and ninety-nine valid online questionnaires were collected for each museum, a total of 598. The results revealed that the three relationships were positive and significant and the multi-group analyses concluded there were no differences between the two samples.