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How can European museums reach sustainability?

Nuria Recuero Virto (Universidad Complutense de Madrid, Madrid, Spain)
Maria Francisca Blasco López (Universidad Complutense de Madrid, Madrid, Spain)
Sonia San-Martín (Universidad de Burgos, Burgos, Spain)

Tourism Review

ISSN: 1660-5373

Article publication date: 21 August 2017




This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability.


The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums.


The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation.

Practical implications

This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes.


By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.



Recuero Virto, N., Blasco López, M.F. and San-Martín, S. (2017), "How can European museums reach sustainability?", Tourism Review, Vol. 72 No. 3, pp. 303-318.



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