Müze Giriş Ücreti Ödeme İstekliliğini Etkileyen Faktörler

Öz

Bu çalışmanın amacı, ziyaretçilerin müze giriş ücretlerine yönelik ödeme yapma istekliliğini (Öİ) etkileyen unsurları ve sosyo-demografik faktörlerin müzede ek hizmetler sağlandığında Öİ üzerindeki etkilerinin nasıl olduğunu belirlemektir. Bu çalışmada nicel bir yöntem benimsenmiştir ve Mevlana Müzesi’ni ziyaret eden yerli turistlerden elde edilen 578 anket verileri analiz edilmiştir. Analizler için STATA programı kullanılmış ve tobit regresyon ve marjinal etki analizleri uygulanmıştır. Elde edilen bulgular, daha yüksek gelir, eğitim seviyesi ve yaşın Öİ ile pozitif yönde ilişkili olduğunu göstermiştir. Bununla birlikte, daha fazla harcanabilir gelire ve eğitim seviyesine sahip bireylerin kültürel kurumları maddi olarak desteklemeye daha istekli olduklarını tespit edilmiştir. Ayrıca, müzede sunulan ek hizmetlerin algılanan değeri artırarak özellikle aileler ve eğitici veya etkileyici deneyim arayışında olan ziyaretçiler arasında Öİ’ni yükselttiği ortaya konmuştur. Bu sonuçlar, müze yönetimi açısından, kültürel mirasa duyulan saygıyı korurken ziyaretçi memnuniyetini artıracak şekilde finansal sürdürülebilirlik ve erişilebilirlik dengesini sağlayan özelleştirilmiş hizmet sunumları ve hedefli fiyatlandırma stratejilerinin potansiyelini vurgulamaktadır. Gelecekteki araştırmalar, farklı müze türlerinde bu dinamikleri inceleyerek, çeşitli kültürel kurumlara yönelik fiyatlandırma yaklaşımlarının geliştirilmesine katkıda bulunabilir.

Anahtar Kelimeler

• Müze
• ödeme istekliliği
• STATA
• turizm.

Factors Affecting Willingness to Pay for Museum Admission

Öz

This study aims to identify the factors influencing visitors' willingness to pay (WTP) for museum entrance fees and examine how socio-demographic factors affect WTP when additional services are provided in the museum. A quantitative approach was adopted, analyzing data from 578 surveys collected from domestic tourists visiting the Mevlana Museum. The STATA program was used for analyses, applying Tobit regression and marginal effect analyses. Findings indicate that higher income, education level, and age are positively associated with WTP. Individuals with higher disposable income and education levels were more willing to financially support cultural institutions. Moreover, the perceived value of additional services in the museum increased WTP, particularly among families and visitors seeking educational or impactful experiences. These results highlight the potential for customized service offerings and targeted pricing strategies that enhance visitor satisfaction while maintaining respect for cultural heritage, ensuring financial sustainability and accessibility. Future research could explore these dynamics across different museum types, contributing to the development of pricing approaches for various cultural institutions.

Anahtar Kelimeler

• Museum
• willingness to pay
• STATA
• tourism.

Kaynakça

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