The mediating role of visitor satisfaction in the relationship between museum experience and word of mouth: evidence from Italy

Massimiliano Vesci · Emanuela Conti · Chiara Rossato · Paola Castellani

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Museums and Cultural Heritage Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

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.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1960The Application of Electronic Computers to Factor Analysis 2019Welcome to the experience economy 2000The museum environment and the visitor experience 1999Exploring Satisfying Experiences in Museums 2011A study of experience expectations of museum visitors 2000Can Museums be All Things to All People?: Missions, Goals, and Marketing's Role 2015An Examination Of The Museum Experience Based On Pine And Gilmore's Experience Economy Realms

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