Compared to museums with a paid admission basis, free museums (still) generally do not have higher onsite satisfaction, more willing endorsers, nor are they perceived as more welcoming.
It’s time for a data update!
Audience engagement for free vs. paid admission museums is a cut-and-dry data and economics conversation, but it’s arguably the most emotionally fraught topic that we share on this website. Although research helps remove guesswork and allows leaders to make strategic decisions based more on facts than feelings, leaders also tend to have strong feelings about their feelings. (It’s human.)
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