The kind of cultural activity in question may determine to what degree the various dimensions of brand equity may have an impact. Likewise, the profiles of visitors or internal tourists or visitors or external tourists may also be variables depending on the context studied and condition the key dimensions in their perception of brand equity. Results might prove different were more art exhibitions to be examined. A further limitation concerns how the information was gathered. Collecting the data at the actual time of the visit implies a significant deviation in findings.