People visit museums with differing motivations. We use Falk’s visitor identity model to examine visitors’ motivations to visit an art museum. We assess (1) the prevalence of different motivation types; (2) how visit motivations and outcomes relate to visit satisfaction and length; and (3) the relation between visit motivations and fulfillment of expectations. We found that (1) visitors most strongly endorsed motivations and visit outcomes related to exploration and least strongly to facilitating another’s visit; (2) visit outcomes predicted visit satisfaction and length more strongly than did visit motivations; and (3) visit outcomes largely met or exceeded the visitors’ pre-visit expectations. The present findings suggest that outcomes of the visit matter more than motivations for visiting. We suggest that examining the entirety of a visit—pre-visit motivation and post-visit outcomes—may provide new insights about art museum visits that may be obscured when focusing on just one of these aspects.

人们以不同的动机参观博物馆。我们使用Falk的访客身份模型来检验访客参观美术馆的动机。我们评估（1）不同动机类型的普遍性；（2）访问动机和结果如何与访问满意度和持续时间相关；（3）访问动机与期望实现之间的关系。我们发现（1）访客最强烈地支持与探索有关的动机和访问结果，而对促进他人的访问最不强烈；（2）访问结果比访问动机更能预测访问满意度和持续时间；（3）访问结果基本上达到或超过访问者的访问前期望。目前的发现表明，拜访的结果比拜访的动机更重要。