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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).

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

This paper aims to better understand museums’ image. The study examined the influence of visitors’ socio-demographic (gender, social class), tripographic (party group, previous experience with the museum and timing of the decision to visit the museum) and geographic characteristics (national – international visitors), on the different components and dimensions of perceived museums’ image (cognitive and affective) in a major tourism destination.

This research focussed on museums located on Gran Canaria (Canary Islands, Spain). The population of the study included museum attendees who visited the main museums of the island (13 museums). The selection of respondents (252) was made following a systematic random sampling at the exit gate of the museums.

The repeat visitors and those who plan the visit in advance were found to have a more positive museums’ image for both the cognitive and the affective components of museum image. There was also a positive influence of party group on the cognitive and affective dimensions of image, whereas families showed a less positive image. In addition, there were significant relationships between the visitors’ socio-demographic characteristics of gender, and social class, and the affective and cognitive components of image – women and higher classes achieving a better image. National visitors also showed a more positive image on both the cognitive and affective components of museum image. Six image dimensions were found and specific effects on each are discussed.

This study adds to the growing literature on museums for a better understanding of the perceived image of this cultural product (museums) at the destination, and how it can be managed according to the profile of their publics. Additionally, it considers the different dimensions of museums’ image: quality of visitation experience, convenience and functionality, price, general appearance, museum shop and affective image.

Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).

Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling.

The predicted associations between sensory, spatial and social experiences, and PWOM were confirmed for Pera. In the Louvre and Key, however, only sensory and social experiences were positively associated with PWOM. In addition, the moderating effect of building type on the relationship between spatial experience and PWOM was demonstrated.

This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.

This study aims to determine consumer satisfaction dimensions that lead to a willingness to share positive emotions through the study of TripAdvisor users’ reviews on St. Petersburg museums. The explorative study reveals the most significant factors that could predict museum visitors’ behavioral intentions.

The study is based on the theory of planned behavior and the “cognitive-affective-conative” model to analyze TripAdvisor reviews (n = 23020) and understand the relationship between the affective and the conative components of consumer behavior. Quantitative text-mining analysis allowed us to view every lemma of every review as a single factor for a deeper understanding of the phenomenon.

The research has enlarged the literature on museum consumer behavior. Behavioral intentions of museum visitors are affected by satisfaction dimensions, especially emotions felt; the esthetic dimension and museums’ surroundings affect consumers’ overall willingness to share positive emotions, while bad service quality and pricing policy make a visit to the museums less satisfying.

Managers can enhance their offerings and attract new consumers by identifying the satisfaction dimensions that influence their intentions to share positive emotions. The research findings can aid museums, tour agencies and government officials in developing targeted products and strategies to meet consumers’ expectations and promote urban tourism.

The research identified the dimensions that influence visitors’ willingness to share positive emotions through user-generated content in the context of museums. The study applies quantitative text analysis based on logit regression, which is a novel approach in the field of urban tourism research.

This research aims to investigate whether emotions can be considered as a suitable variable to segment visitors at a museum. Furthermore, it seeks to analyse whether emotions influence visitor satisfaction and whether this depends on objective variables (such as age, gender and level of education) or not.

A structured questionnaire was developed and data were collected at the National Museum of Archaeology “G.A. Sanna” in Sardinia (Italy) via 410 face-to-face interviews. Hierarchical and non-hierarchical cluster analyses and a series of chi-squared tests were run for the purpose of the study.

Two segments were identified. The cluster with the higher positive emotions reported perceiving a higher level of attractiveness and uniqueness at the museum, and of being more satisfied than the other group. Furthermore, no significant differences were reported between the two segments based on socio-demographic characteristics.

The study is site-specific. The application of the study to other museums would allow for wider generalisations to be made from the results obtained.

Managers should market and position museums as an emotionally driven experience consumption site. Furthermore, they should consider both cognitive and emotional aspects of visitor experience when designing and planning their businesses, as well as when assessing the visitor’s satisfaction.

This study adds to the growing literature on emotions as a tool for segmentation and positioning, and suggests that cognitive and emotional aspects should be considered simultaneously when measuring visitors’ satisfaction. Further, it suggests that emotions are more significant than cognitive aspects in shaping visitors’ satisfaction.

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.

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.

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.

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.

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

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

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience.

This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing.

The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention.

This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.

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.

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.

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.

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.

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.

This study reflects on heritage, culture and museums as vectors of the tourist development of a destination. Considering the challenges inherent in the efficient correlation of these three areas, this study intends to demonstrate the clear benefits resulting from knowledge sharing and effective cooperation.

Based on the objectives outlined, the authors conducted a survey of the visitors of the Costume Museum, which was chosen for being one of the unmistakable icons identifying the cultural heritage of Viana do Castelo (Portugal).

In an increasingly competitive tourist market, with demand resulting from growing specialization, the integration of museological spaces as patrimonial and cultural elements in the supply of tourist destinations is an important factor in differentiation and development.

To enhance the importance of the Costume Museum in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences. It is believed that a larger sample could strengthen the conclusions, eventually more relevant and closer to the reality.

The results show that visitors to the Costume Museum very positively evaluated the museum with regard to several factors covered in this study. However, there is a great dependence on school visits. On the other hand, lower qualitative evaluations were made by older age groups and those with higher academic degrees, although the evaluations remain positive.

The paper presents museums as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents' way, and quality, of life.

This paper examines the importance of the Costume Museum in the tourist development of Viana do Castelo (Portugal). This study reflects on heritage, culture and museums as vectors of the tourist development of a destination. Particular attention is given to visitors' motivations for visiting and their opinions about the quality of service, satisfaction and loyalty regarding this museum.