MUSEUM RETAILING AND VISITOR SHOPPING EXPERIENCE

This article examines museums as multifunctional spaces where shopping is an important part of the visitor experience. It highlights that museum shops influence visitor satisfaction alongside education and exhibition functions. Research shows that factors such as product value, service quality, and the shopping environment strongly affect visitor satisfaction. However, museum shopping remains under-researched compared to general tourism shopping. The literature emphasizes that improving museum retail services can enhance both visitor experience and museum sustainability.