Museum pricing in contemporary museums : a hybrid model

What are the museum pricing strategies in contemporary western museums? A large qualitative study on museum pricing decisions was conducted between 2001 and 2009, based on thirty case studies in Canada, United Kingdom, Italy, Spain, France Australia. Results show that the different strategic motivations of price decisions fonn a hybrid model. The hybrid model varies according to unequal organisational learning of the strategic role of pricing in the international museum community. A discussion about these results enables us to understand how this hybrid pricing model in contemporary museums denotes their hybrid transitional identity.