The Evaluation of the Process of Cultural Good Consumption for Different Profiles of Consumers. The case of the Scrovegni Chapel.

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 for general satisfaction with the visit, 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.