Pricing strategy in museums is complex because it involves balancing access with revenue generation. Kotler discusses several pricing models:

Maximizing profit margins in the museum gift shop by selling high-quality, exhibit-themed merchandise. Hosting private events, weddings, and corporate conferences in museum halls after hours serves as another lucrative revenue stream. Conclusion: The Modern Legacy of Kotler’s Strategy

The financial cost of admission, balanced against the value of a visitor’s time, travel effort, and psychological comfort.