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Article
Publication date: 8 July 2020

Massimiliano Vesci, Emanuela Conti, Chiara Rossato and Paola Castellani

This paper aims to analyse the quality of experience in the Italian art museum context and to understand the mediating role of satisfaction between museum experiences and…

Abstract

Purpose

This paper aims to analyse the quality of experience in the Italian art museum context and to understand the mediating role of satisfaction between museum experiences and visitors' word-of-mouth (WOM) behavioural intentions.

Design/methodology/approach

This exploratory study adopted a quantitative methodology. Visitors to Italian art museums were interviewed, and the results were examined using exploratory factor analysis and regression analysis.

Findings

The analysis shows that the following museum experience dimensions were present in the Italian art museum context: aesthetics, escapism and “edumotion”. Further, these dimensions positively affected visitors' overall satisfaction which mediates on WOM behavioural intentions.

Research limitations/implications

The small sample limits the generalisability of findings, and further research on the topic is recommended.

Practical implications

Museums should allocate resources to improve visitor experience, visitor satisfaction and museum attractions. Specifically, museum managers should invest in the three dimensions that emerged from this study.

Originality/value

This study enriches the empirical evidence on experiential marketing in the museum context by focussing on the mediating role of overall satisfaction in the relationship between museum experience and WOM behaviours. To the best of the authors' knowledge, this is the first study investigating this phenomenon in Italian museums.

Details

The TQM Journal, vol. 33 no. 1
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 2 March 2020

Zhi Li, Yuemeng Ge, Zegang Su and Xiaohua Huang

This study aims to analyze the basic information of visitors of the Macau Science Center to assess their leisure involvement, satisfaction and behavioral intention, along…

Abstract

Purpose

This study aims to analyze the basic information of visitors of the Macau Science Center to assess their leisure involvement, satisfaction and behavioral intention, along with the interaction of these factors. Suggestions are made for museum policy modifications to improve visitor experience quality.

Design/methodology/approach

The analysis methods used in this study included reliability, descriptive statistics, independent-samples t test, ANOVA, correlation analysis and regression analysis.

Findings

The results showed that there was no significant relationship between gender and satisfaction, involvement of leisure or behavioral intention; age and educational level had significant impacts on satisfaction, leisure involvement and behavioral intention; significant differences were found in terms of visitors’ point of geographic origin, namely, local residents, mainland residents and Hong Kong residents; occupation was found to have no significant impact on satisfaction, leisure involvement or behavioral intention; monthly income was found to have no significant impact on leisure involvement and behavioral intention, but did have a significant impact on satisfaction; number of visits had no significant impact; there was no significant difference in leisure involvement and behavioral intention among different types of visitors, but there was a significant difference in terms of satisfaction; and significant correlations were found between leisure involvement and behavioral intentions.

Originality/value

The value of this study is to identify problems and offer potential solutions for the improvement of the Macau Science Center by studying the leisure involvement, satisfaction and behavioral intention of museum visitors. The proposed measures can improve the visibility and quality of the science museum, attract additional visitors and improve Macau’s branding through promoting science education and tourism.

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Article
Publication date: 5 July 2018

Hyowon Hyun, Jungkun Park, Tianbao Ren and Hyunjin Kim

The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for…

Abstract

Purpose

The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art museums. This study uses the Stimulus–Organism–Response (S–O–R) model (Mehrabian and Russell, 1974) in order to confirm the relationship among variables.

Design/methodology/approach

The data were collected using online surveys from millennial art museum visitors who had visited a museum within three months. In all, 287 responses were collected. Structural equation modelling was used to analyse the model.

Findings

Korean millennial visitors pursue hedonic value rather than utilitarian value when they visit art museums. It turns out that hedonic value accelerates visitor satisfaction and promotes visitor loyalty more than utilitarian value in the art museum setting. Both ambiance and aesthetics play stimulating roles in the art museum context and moderate the relationships among visitor-perceived value, satisfaction and loyalty. Utilitarian values are identified as unimportant elements for young Korean museumgoers.

Practical implications

Ambiance and aesthetic factors play important roles in promoting art museum visits. An art museum may elevate its atmospheric factors by emphasising the visit’s fun value (i.e. hedonic value) for millennials.

Originality/value

This study expands on previous studies concerning conceptualization of multidimensional constructs of millennials’ value for experience of arts museums in terms of aesthetics and ambiance. The results also confirm the value of the S–O–R framework in an art museum context.

Details

Arts and the Market, vol. 8 no. 2
Type: Research Article
ISSN: 2056-4945

Keywords

Content available
Article
Publication date: 25 August 2020

Alexander Preko, Theophilus Francis Gyepi-Garbrah, Helen Arkorful, Andrews Adugudaa Akolaa and Fidelis Quansah

This paper aims at investigating how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. The study…

Abstract

Purpose

This paper aims at investigating how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. The study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more.

Design/methodology/approach

The research was conducted with 385 tourists who visited the National Museum in Ghana and answered questions relating to experience, satisfaction, loyalty, and willingness to pay more. Structural equation modelling was used to test the relationships and effects of the adapted constructs.

Findings

The results revealed the significant effects of tourist experience on satisfaction, as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, a significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more.

Research limitations/implications

The research is destination-specific. The application of the findings to other museums would demand a bigger sample size for generalisation to be made.

Practical implications

Managers should develop strategies that promote museum tourist travelling experience, satisfaction, desire and choice, and thereby attract more tourists to museum sites.

Originality/value

The research contributes to the growing literature on museum tourist experience as an important variable in promoting tourist satisfaction, loyalty, and tourist willingness to pay more.

Details

International Hospitality Review, vol. 34 no. 2
Type: Research Article
ISSN: 2516-8142

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Article
Publication date: 27 May 2021

Aleksei Gorgadze, Anastasia Sinitsyna, Julia Trabskaya and To'neill Bala

The main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in…

Abstract

Purpose

The main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in the context of a major city event. The study reveals the most significant factors that affect decision-making by applying the findings to a structural equation modelling (SEM) and conditional inference tree (CTree).

Design/methodology/approach

The paper utilises face-to-face survey research at the “Long Night of Museums” event in Saint Petersburg, 298 questionnaires were completed on the night of the event. The empirical part of the research is based on the SEM and interpreted by using the CTree. The SEM model measures the direct and indirect influence of the cognitive and affective components; the CTree enables the testing of both component and the joint effect they both produce.

Findings

This study shows a strong indirect correlation between the cognitive component of the major city event and the revisit intention of museum visitors. When focussing on affective components, both the SEM and the CTree demonstrated that attractiveness and atmosphere are revealed to be the most impactful elements regarding visitor retention and repeat custom. The research allows for a deeper understanding of visitor behaviours, intentions and their decision-making processes.

Practical implications

The results of the study allow museum managers to understand how to create repeat custom amongst visitors, by appreciating the importance of participation in major city events and the role that attraction and atmosphere play when creating intention for repeat visit. The research has uncovered which dimensions are the most important to visitors, and as a result, these particular dimensions should be thoroughly developed by museums in future in order to attract and repeat visits. This study has demonstrated the practical implications for museums participating in city events. When considering policy makers, this particular research provides an opportunity to develop recommendations for future city events, as well as using the CTree to assess and predict the effectiveness of visitor behaviour.

Originality/value

This is an original study which aims to integrate the impact of the perceived value of the cognitive component and a new range of affective elements regarding museum retention in the context of a major city event. The study includes newly developed dimensions of perceived value, as well as a unique focus on affective dimensions such as – atmosphere and attraction. Another point of originality is provided by using a CTree, which captures an in depth understanding of the intention formation process. This study provides an opportunity to advance our understanding of visitor decision-making processes.

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Article
Publication date: 7 July 2020

Emanuela Conti, Massimiliano Vesci, Paola Castellani and Chiara Rossato

This study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings…

Abstract

Purpose

This study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings. Moreover, it evaluates whether the identified attributes of the “museumscape” affect the positive word of mouth of museum visitors.

Design/methodology/approach

This exploratory study adopts a quantitative methodology. Data were collected through direct interviews with visitors at three Italian art museums and through a structured questionnaire. All dimensions were measured with multiple items on a five-point Likert scale. To assess the influence of the museumscape attributes on positive word of mouth, a structural equation model is performed adopting the two-stage testing procedure estimating the measurement model in the first stage and running a confirmatory factor analysis to assess reliability and demonstrate convergent and discriminant validity for all multi-item measures.

Findings

Six attributes of the museumscape are delineated (ambient conditions; facilities and convenience; signs and signage; staff behaviour; art gallery quality; exhibition space aesthetics). The latter three positively influence visitors' positive word of mouth.

Research limitations/implications

The study expands frameworks from previous service museum marketing research in general and service museum research on atmospherics in particular. The framework developed here identifies the direct predictive power of museumscape cues on positive museum visitor's word of mouth, thus increasing knowledge of the customer service experience and service quality and atmospherics management.

Practical implications

The constructs discovered here may help museum managers to carefully design and manage the museumscape to enhance visitors' satisfaction and loyalty.

Originality/value

This study is the first application of servicescape theory in the museum context; previous applications focus on for-profit sectors.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

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Book part
Publication date: 6 September 2019

Mercede Shavanddasht

Adolescents undoubtedly represent the future generation of adults who will be responsible for the preservation and management of heritage at local and national levels. It…

Abstract

Adolescents undoubtedly represent the future generation of adults who will be responsible for the preservation and management of heritage at local and national levels. It is essential to understand how to motivate and satisfy adolescents when visiting museums in their communities and beyond. A self-administered survey was conducted in 2016 with 360 adolescents who visited the Abgineh Museum of Tehran, Iran. Using descriptive statistics, Pearson’s correlation analysis and multiple linear regression analysis were used to interpret the findings, offering new insights into the subject. The study results suggest that travel and tourism companions influence adolescents’ motivations and satisfaction to visit museums.

Details

Experiencing Persian Heritage
Type: Book
ISBN: 978-1-78754-813-8

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Article
Publication date: 26 April 2011

Carmen Camarero and Ma José Garrido

The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material…

Abstract

Purpose

The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material and non‐material) that such friends of the organisation receive, their organisational identification with the museum: and their perceptions of satisfaction, trust, and future commitment.

Design/methodology/approach

Drawing on the tenets of both relationship marketing and social identity theory, the study develops and proposes a model of the relationships among the relevant constructs. This is empirically tested using survey data collected from 231 friends of Spanish museums of fine arts.

Findings

The study finds that positive and significant links exist between: the benefits (material and non‐material) that members receive and their degree of organisational identification with the museum, and organisational identification and certain relational constructs (satisfaction with products and services, trust in the organisation and the intention to maintain a long‐lasting relationship).

Research limitations/implications

The sample is restricted to members of Spanish fine arts museums, thus limiting the generalisability of the findings.

Practical implications

Museums must manage their relationships with members and donors effectively by providing incentives that provide true value. Such benefits generate organisational identification, thus reinforcing the relationship between the museum and its important donors.

Originality/value

From a theoretical perspective, the paper is the first to posit “organisational identification” as the nexus between customer perceptions of non‐profit organisations and the quality of the ongoing relationship between the organisation and its members. From a practical perspective, the study demonstrates the importance of relational policies that promote organisational identification as a means of consolidating relationships with important donors and other members.

Details

Journal of Service Management, vol. 22 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 4 July 2008

J. Enrique Bigné, Anna S. Mattila and Luisa Andreu

The purpose of this paper is to examine cognitive and affective antecedents and consequences of satisfaction in the context of hedonic services.

Abstract

Purpose

The purpose of this paper is to examine cognitive and affective antecedents and consequences of satisfaction in the context of hedonic services.

Design/methodology/approach

Two studies were conducted using hedonic services. The study sample was composed of 400 visitors to two types of leisure and tourism services (interactive museum, and theme park).

Findings

The results indicate that the impact of satisfaction is not limited to loyalty; rather its effects extend to other behavioral responses such as consumers' willingness to pay more for the service. Moreover, exceeding pre‐purchase expectations amplifies consumers' on‐the‐spot behaviors such as souvenir purchases. The study findings also highlight the salience of emotions in understanding consumer responses to hedonic services. Specifically, pleasure is positively linked to both satisfaction and loyalty behaviors.

Research limitations/implications

Future research should incorporate other measures tapping into consumers' on‐the‐spot behaviors; take into account different time frames, in order to measure the effects of consumer satisfaction in the period t+1; and use other types of hedonic services.

Practical implications

Practical implications for pleasure‐driven services, including most experiential services such as leisure and travel services, restaurants and “hip” retail outlets.

Originality/value

This paper fulfils an identified need to study the relationships between emotional variables, consumer satisfaction and behavioral intentions. It develops a comprehensive model to analyze satisfaction and behavioral intentions in the context of hedonic services. It introduces on‐the‐spot behaviors, referring to consumers' efforts to tangibilize the experience.

Details

Journal of Services Marketing, vol. 22 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 1 May 2002

Niall Caldwell and John Coshall

This paper is a contribution to the literature on the branding of cultural institutions. In particular it focuses on visitor motivation in the field of museums and…

Abstract

This paper is a contribution to the literature on the branding of cultural institutions. In particular it focuses on visitor motivation in the field of museums and galleries. Measurement of visitor motivations and associated brand strength of cultural institutions is a relatively new concern for marketers. The need to develop further understanding of how best to market museums in the twenty‐first century motivates this research. Repertory grid analysis was used as the survey method in order to get data that were “rich” in terms of concepts, but also malleable in terms of statistical analysis. The results of an exploratory study of museum brand associations are reported, along with a discussion of the method of repertory grid analysis that was used to obtain the data. A total of 11 museums in London were targeted, with a special focus on the Tate Gallery.

Details

Management Decision, vol. 40 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

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