Analysis of the Experiences of Visitors the Museum Offer of Tourist Destination

Museums play a significant role in a destination’s cultural and tourist offer, influencing the overall tourist experience. Based on survey conducted among visitors to the Museum of Apoxyomenos of the town of Mali Lošinj and the Cres Museum of the City of Cres, located on the islands of Cres and Lošinj in Croatia, the views of visitors on the museum experience, its role in shaping the overall tourist experience and its connection with the level of consumption, satisfaction with the destination and intention of re-visiting were analysed. The findings of this research suggest that satisfaction with the museum experience can significantly contribute to a positive perception of the destination, encouraging recommendations and increasing the intention to revisit. The results confirm that satisfaction with museum experience strongly contributes to the positive assessment of the destination, encourages recommendations, and increases the intention to return. Although only a weak positive correlation has been established between total visitor consumption and consumption within museums, museums are recognised as important revenue generators and economic factors in the destination. Socio-demographic factors had no significant impact on satisfaction, indicating the universality of the museum’s offer. The findings of this research point to the importance of museum content, promotion, and integration of museums into tourism strategies as potential key elements in the development of tourist destinations. Based on the results obtained, the importance of museum contents, promotion, and integration of museums in tourist strategies is confirmed as key elements of the development of destinations. This research contributes to understanding museums as active participants in the cultural and economic development of tourist destinations.