The thesis addresses visitor satisfaction at the Morostig cultural heritage museum, which includes the house, the thematic trail, and the open-air museum. The starting point is the importance of visitor satisfaction in shaping a high-quality museum offer and its role in visits to cultural institutions. The aim of the research was to determine the level of visitor satisfaction through a comparative analysis of the spring and autumn periods and to identify how seasonal factors influence their experience. The aim was also to test differences in satisfaction with individual elements of Morostig by setting three hypotheses and to contribute concrete suggestions for future visitors.
The research results showed that visitors have different expectations regarding individual parts of the Morostig visit. Data were collected using a questionnaire survey. The research was conducted among Morostig visitors in 2024. The collected data were analyzed using an independent samples t-test and the Mann-Whitney test, which allowed for testing the formulated hypotheses.
The thesis thus contributes to a better understanding of the visitor experience from the perspective of the contextual model of the museum experience and the service quality assessment model – SERVQUAL, which enables the evaluation of differences between visitors’ expectations and their perceived service quality. In addition, the thesis draws on the Expectation Confirmation Theory (ECT), which explains how satisfaction arises from the comparison between expectations and the actual experience. It also provides recommendations for improving the museum offer, which supports the enhancement of services and the creation of a higher-quality, visitor-oriented experience in cultural heritage institutions.
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