Analysing People’s Willingness to Pay (WTP) for Museum Tickets and how that Varies by Added Services (such as AR, VR and Guided Tours)

This research investigates how individuals’ willingness to pay (WTP) for museum tickets is shaped by added services such as augmented reality (AR), virtual reality (VR), and guided tours. Positioned at the intersection of economics, culture, and behavioral psychology, the paper examines how visitors perceive value in cultural heritage experiences and how pricing structures influence both accessibility and financial sustainability. The study highlights that WTP in the museum context extends beyond a simple monetary transaction — it reflects how people assign worth to education, heritage preservation, and emotional engagement.

Drawing on previous literature and real-world examples, including the “Pay As You Stay” model used at the Weserburg Museum of Modern Art, the paper underscores how innovative pricing and immersive technologies can expand audience reach while maintaining revenue stability. The research also emphasizes that WTP is a dynamic construct influenced by psychological cues (like perceived fairness), socio-demographic contexts, and government support mechanisms. By analyzing diverse models such as fixed pricing, membership schemes, and digital subscriptions, the study illustrates how museums can balance inclusivity with economic viability.

Ultimately, the paper presents WTP as a bridge between cultural value and financial strategy. It argues that when museums integrate experiential enhancements like AR/VR and personalized tours, they not only justify higher WTP but also foster deeper visitor satisfaction and cultural connection. The research contributes to policy and managerial discussions by suggesting that museums adopting flexible, context-sensitive pricing — complemented by technological and experiential innovations — can sustain both cultural preservation and long-term audience engagement.