Posicionamiento de los atributos de marca en los museos universitarios de la ciudad de Puebla, México en función de su atractivo cultural

At present, among the problems faced by the museums in Mexico figure the need to increase visitor numbers, create new audiences, attract public and private funding, optimise their management models, and establish competitive differences between themselves while adopting new technologies. Thus, this study examines the evaluation given by the visitors of four museums affiliated to universities in Puebla, Mexico, rating their appeal. Hence, a quantitative descriptive research was carried out from a database of 1400 valid surveys, with 385 chosen for each museum, using individual sampling by quotas. The results show the potential of the attributes identified for each institution in that they are seen as “or‑ ganized”, “pleasant” and “enjoyable”. It likewise suggests that collaboration between these organisations may increase visitor numbers.