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This paper focuses on the initiatives that museum managers may implement to maximize the profits of museums located in tourist destinations and that host temporary art exhibitions. These initiatives have direct effects on visitor demand and indirect effects on the tourist destination. Classifying visitors into residents, excursionists and tourists, the authors evaluate their preferences and willingness to pay for managerial initiatives. They focus specifically on for-profit museums that host temporary exhibitions in medium and small tourist destinations. Visitor preferences are priced through discrete choice experiments submitted to a sample of (actual and potential) visitors to Castel Sismondo Museum in Rimini, Italy.