Abstract : In a competitive environment, it is essential for cultural institutions to differentiate their activities from alternative leisure interests. To do so, they should know their public and strive to maintain a long-term privileged relationship. In this context, institutions need to focus deeper on visitor's needs and expectations. So the question is: how can cultural institutions meet a satisfactory attendance rates and cultural specificities? Researchers and managers are looking for a better understanding of their public's satisfaction and loyalty process. This research examines the drivers of visitor satisfaction and loyalty in order to advise cultural institutions on their future marketing actions. The research hypotheses were tested using a survey at the National Museum of Contemporary Art in South Korea. The results show that visitor satisfaction plays an important role in the formation of visitor loyalty to the museum. In addition, it appears that the various aspects of perceived quality and perceived value play different roles in the satisfaction and loyalty formation processes. Furthermore, the research highlights the specificity of the Korean visitor (versus French visitor) in the evaluation of the museum's services, satisfaction, and loyalty formation, as well as the moderating role of involvement.