The paper examines the motives and sources of satisfaction of 286 respondents relating to the 921 Earthquake Museum in Taichung, Taiwan. In concludes that income, age and education remain statistically significant determinants of attitudes, and notes the existence of four clusters derived from k-means analysis but supported by a cross-tabulation of cluster types and categories derived from themes identified in responses to open-ended questions. The paper lends some support to the continuum of the authentic to “pure essentialism” while arguing that the latter is a logical corollary of the concept, but in practice will be rare. In that respect the Museum represents a negotiated essentialism in that the core of the Museum is the damaged school, but it has been sanitized. Reference is also made to differing concepts of museums and the literature relating to competing understandings of the roles of museums and why people visit them.