Center for Study in Cultural Development, Republic of Serbia, has obtained information on museum audiences through two lines of research: 1) a survey on a representative sample of visitors of regular museum programs and exhibitions; 2) visitors of museum festivals. Since general population surveys have shown that museums are among the least visited cultural institutions, while museum festivals attract a lot of visitors, several studies were conducted in order to compare people who visit museums exclusively during festivals with those who visit museums both during and after festivals. Beside socio-demographic variables we examined attitudes towards museums, following the lead of a prominent theory on attitude-behavior relationship (theory of planned behavior [Ajzen, 1985]).