Attracting more portuguese visitors from the great Lisbon area to the Calouste Gulbenkian Museum: a research on consumer behavior

Abstract

In the past few years, Portugal has observed a constant increase in tourism. This increase has ledto a higher consumption in art and culture, where the Portuguese museums play a pivotal role. However, this consumption is differentfor national residents, as they are constantly exposed to differentleisure activitiesand opportunities. This Work Project carefullystudies andanalyses the brand Calouste Gulbenkian Museumas well as the consumer behaviour of the Great Lisbon Area market,by employingseveralresearch techniques, bothqualitative and quantitative, which allow for a more detailed and accurate examinationof the market.All the insights gathered, led to the creation of a recommendation plan, whose main goal is to attract more Portuguese visitors from the Great Lisbon Area to the Calouste Gulbenkian Museum.