Again, following the linkage pattern in Figure 1, “learning something” is a means to reach “quality of life” (the fourth motive in Table l), which fulfils the role of the final payoff - the “driving force” (Olson and Reynolds 1983). Another association with “enrich- ing your life” is “not to stand still in life”, which also leads to a higher quality of life. Apparently, an important means to reach the goal of “learning something” is “visiting a museum”, another way to reach this same goal is “seeing something new”, which clearly one can achieve when visiting a museum. This research method enables one to identify the core motives of museum visitors, an exercise which is most informative in view of the marketing task which museums are now facing. Figure 3 shows how a straightforward positioning can be derived from the research data. The task then is to translate these findings into a communication strategy and specific promotional actions. Museum visitors were asked to indicate their reasons for coming to Rotterdam (Table 2). For 53.5% of the respondents the visit to the fine arts museum was mentioned as a primary reason, whereas 23.1% mentioned more generally, a visit to one or more museums. In fact, 77% of the sample can be identified as intentional museum visitors. Therefore, museum visits may very well function as a pull factor on urban visitors, assuming that the attraction is strong enough to explain the propensity to travel to places. However, this strong emphasis on the “museum visit” as a motive for a city trip may, to a large extent, be explained by the actual location of this survey and consequently the specific characteristics of the sample.