“…Museum revenues are typically produced by entrance fees, sale of facilities, (public and private) sponsorships and donations. In times of crisis, obtaining sponsorships and donations is difficult for museums (Andersson and Getz, 2009;Bornhorst et al, 2010;Leask, 2010;Signorello et al, 2010;Smallman and Moore, 2010;Jaffry and Apostolakis, 2011) so the only source of revenue that museum managers can control directly are entrance fees and sale of facilities (Tufts and Milne, 1999). Therefore, the role of other revenue sources is relevant and optimal pricing strategies should be studied and implemented to maximize profits, although as Rentschler et al (2007) note museums often adopt unsophisticated pricing strategies.…”