Understanding Urban Tourism Attractiveness: The Case of the Archaeological Ötzi Museum in Bolzano

"The purpose of this investigation is to analyze to what extent a museum may be regarded as a potential driver for urban . tourism. Via a travel cost model, the likelihood to revisit South Tyrol’s Museum of Archaeology (the Ötzi museum), in the . Autonomous Province of Bolzano (Italy), is estimated and the factors that influence visitors’ experience, motivations, and . their intention to revisit the museum are analyzed. To this aim, the number of actual visits to the museum is used as an . economic indicator of museum attractiveness. The findings show that the museum has an important educative role in addition . to being an economic earner for the city. Nevertheless, entrance fees discourage repeat visit, particularly for those on a low . income. The findings also provide a tool to manage urban heritage resources and plan future urban developments around the . Ötzi museum."