Abstract:

The aim of the study is to measure quality perceptions of the museum visitors. The study was conducted in the Göreme Open Air Museum situated in historical Cappadocia Region. A self administrated questionnaire was used to gather information. A total of 308 visitors were included in the study with a convenience sampling method. At the end of the study, it has been determined that visitors' perceptions of service quality have a four-factor structure. These factors are “the physical elements of the service”, “elements of the exhibitions”, “empathy”, and “price and other service elements”. According to visitors, in terms of all the factors the service quality of the Museum is at the moderate level. In other words, visitors are expecting more improved services from the Museum in all service quality factors. Visitors have the highest service quality perception on empathy, and the lowest on price and other service elements. Overall service quality of the Museum is at the moderate level and the physical elements of the service is the most important dimension in predicting visitors' overall service quality evaluation. It is also revealed that overall service quality perception of the repeat visitors is higher than first time visitors.

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