Second, we examined whether high usability of a museum website plays a role in attracting new visitors who have never been to the physical museum or existing visitors who have already been to the physical museum. Museum websites seem to be an effective way of attracting novices to museums. This result also supports the idea proposed by Kotler [58] that‘‘building well-designed websites is another pathway to museum experiences beyond museum walls’’. Indeed, museum websites represent an alternative for people who may be interested in museological content but who are unable or not willing to visit the physical setting.