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Issues in Museum Management Policies: Evidence from Xi’an, China

ABSTRACT This article is based on a survey of 493 visitors to Shaanxi History Museum, Xi’an, China. The purpose of the research was to assess attitudes toward the exhibitions and the sources of visitor satisfaction, and the consequences of a free entry policy adopted by the Museum in response to the directive of the Communist Party of China Central Committee and State Administration of Cultural Heritage of January 23, 2008. Three dimensions for visitor satisfaction were found—an affective reaction to the modes of presentation, a cognitive reaction to learning about Chinese history, and an affective reaction of a sense of awe and pride in that history. As part of the pricing policy, additional charges are made for special exhibitions, and evidence exists of a consumer surplus for significant groups of visitors at current entry prices that are normally 20 RMB. In this article the authors discussed issues related to a need to adopt merchandising, the provision of better ancillary services, and the role that such services can play in enhancing visitor satisfaction.