Currently, museums show difficulty in setting their ticket prices, as well as in
increasing their revenue while remaining inclusive. Pay As You Wish is a pricing mechanism
in which visitors are allowed to pay whatever value they wish for the museum visit, including
zero. In order to evaluate if this pricing mechanism could be profitable in a museum while
increasing inclusivity, online experiments were conducted to evaluate people’s willingness to
pay. The results have shown that PAYW can be a profitable pricing mechanism in museum
settings, translating into an increase of almost 40% in the museum’s return
