As leisure patterns have changed, museums could give more consideration to attracting
tourists and to using their offer to contribute to sustainable tourism development. One
of the central issues in attracting visitors (domestic and international) is to know which
factors are important to them.
Thus, the focus of this study was to empirically investigate service quality in the
museum sector in Croatia. The specific aims were to assess the level of museum
visitors’ expectations and perceptions, to determine potential differences between
perceived and expected service quality and to identify main factors of expected and
perceived service quality in the Croatian museum sector.