Resumen de Museum coolness: creating the desire to revisit

Sandra Maria Correia Loureiro, Teresa Maria Blanco

• Museum coolness may contribute to deepening the relationship between visitors and museums.The current research aims to identify the characteristics most associated with the museumcoolness index, and empirically analyse atmospheric cues, authentic pride, and passionatedesire to revisit as constructs related to the museum coolness nomological network. The currentstudy used Amazon’s Mechanical Turk to recruit 308 UK adult participants who frequently visitmuseums. Participants completed a structured questionnaire with the scales of the constructsand the socio-demographic variables. Thefindings suggest that being considered aesthetic,authentic, energetic, high status, and useful are the most relevant characteristics to form themuseum coolness index. The museum’s décor, permanent displays, facilities, and colours are themost important cues appreciated by visitors to consider a museum as cool. As outcomes ofmuseum coolness, the current study empirically demonstrates the role of authentic pride andpassionate desire to revisit. Managerial implications and future research are also suggested