Culture experiences in favour of creativity. A case study of Art Consumption

In this paper, we investigate the cultural, social and emotional elements affecting the satisfaction process of artistic consumption and we look for satisfaction diversity among different visitor profiles. A sample analysis of the visitors to the Scrovegni Chapel by Giotto in Padua was performed through an ordinal logit model, to identify significant items yielding satisfaction, and through a cluster analysis, to depict visitor profiles for artistic goods. The main result of the statistical analysis is that each dimension affects satisfaction while satisfaction itself varies with the different profiles of the consumer of art. This means that the analysis of demand for artistic goods is useful both for management of artistic events in order to find a suitable organization, and for territorial marketing to attract consumers of aesthetic goods.