What makes a museum attractive to young people? Evidence from Italy

The museums' ability to attract young people is drawing the increasing interest of scholars and practitioners. However, little is known about the factors that influence the museums' attractiveness to young audience. To fill such a gap, this paper investigates the entire population of Italian museums (N=4.967). A quantile regression model was used, in order to identify the variables that positively affected young people's visits to Italian museums. The research findings suggested that museums should devise tailored strategies to attract young people. Digital tools, interorganizational relationships, and ancillary services were found to be respectively critical for small-sized, medium-sized, and big-sized museums.