Market Basket Analysis for studying cultural Consumer Behaviour: AMTP Card-Holders

The paper analyses the behaviour of the subscribers to the Abbonamento Musei Torino Piemonte (AMTP), which is a yearly subscription managed by the Associazione Torino Città Capitale Europea (ATCCE) and was created in 1995. AMTP card-holders are allowed to visit all the museums and the temporary/permanent exhibitions participating in the programme free for one year. Employing market basket analysis we have studied the association structures of the data describing subscriber behaviour. We have obtained some promising results which may be useful to support ATCCE strategies: promotion, decision on the location of temporary exhibitions, selection of new museums to be included in the programme and pricing policies.