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Roles of motivations, past experience, perceptions of service quality, value and satisfaction in museum visitors' loyalty.

机译：动机，过去的经验，对服务质量的感知，价值和满意度在博物馆游客忠诚度中的作用。

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摘要

Cultural tourism is an important and fast developing type of tourism, in terms of its cultural, social and economic impacts. The museum market, including over 40,000 museums worldwide, represents one of the largest segments of the cultural tourism market. Approximately 450 museums in Taiwan have attracted an annual visitor number equivalent to half of the entire population of Taiwan. Museums face growing challenges, and are competing for visitors, resources, volunteers, and funding to maintain facilities and continue operating. Additionally, the educational and cultural interests of museum visitors, the exhibits they visit, the activities in which they participate, and their interactions with museum collections and interpreters play important roles in museums' long-term sustainability because, without visitors, museums would struggle to survive.The first purpose of the study, which was to develop and test an integrated, dynamic model of museum visitor behavior (N = 512), was fulfilled by successfully integrating two theories (push and pull motivation theory, destination loyalty theory) and two models (recreational behavior model, service quality model) into a comprehensive structural model across three temporal stages. Results also favorably identified significant interrelationships---among pull motivation, perception of service quality, perception of value and overall satisfaction---that played concurrent positive roles in determining visitors' loyalty. The second purpose of this study, which was to assess the moderating effects of socio-demographic and travel behavior variables on the hypothesized relationships in the structural model, was partially fulfilled by recognizing the significant moderating effects of membership status, ticket type (one indicator of visitor type), and length of stay on three paths (perception of service quality--satisfaction, perception of value--loyalty, satisfaction--loyalty). Thus, to the primary research question---did the National Museum of Natural Science in Taiwan deliver the appropriate quality of service to match its visitors' needs---the answer was "yes" and as the research also showed that these visitors were loyal.The implication of this research is that museum managers should examine both push and pull motivations simultaneously to accommodate their visitors' expectations (personal needs and growth, professional purposes, and an enjoyable gathering with family and friends) through providing sufficient levels of the recognized service (professional training and development programs attended by museum staff members, physical facilities and equipment, provision of understandable and sufficient information, and caring and individualized attention) to increase visitors' revisit intentions and assure the museum's continued operation and success. Managers should pay attention to the needs of nonmembers, and provide incentives for short-stay visitors to extend their stays, in an effort to enhance their perceptions of value (reasonable price, valuable exhibits, helpful activities, and useful services). Suggested directions for future research include: (1) an examination of a wider respondent base across other museums or cultural tourism services (e.g., historical sites) (2) the selection and development of a well-established measurement scale of service quality and other factors, using a qualitative approach and (3) the selection of other potential moderating variables and affected paths.
机译：就文化，社会和经济影响而言，文化旅游是一种重要且快速发展的旅游类型。博物馆市场，包括全球40,000多家博物馆，是文化旅游市场最大的细分市场之一。台湾大约有450家博物馆每年吸引的游客数量相当于台湾总人口的一半。博物馆面临日益严峻的挑战，并在争夺游客，资源，志愿者和资金以维护设施并继续运营。此外，博物馆游客的教育和文化兴趣，他们参观的展品，他们参加的活动以及与博物馆藏品和口译员的互动在博物馆的长期可持续性中也起着重要作用，因为没有了游客，博物馆就很难该研究的第一个目的是开发和测试博物馆游客行为的集成动态模型（N = 512），是通过成功整合两种理论（推拉动机理论，目的地忠诚理论）和两种理论来实现的模型（娱乐行为模型，服务质量模型）转变为横跨三个时间阶段的综合结构模型。结果还有利地确定了重要的相互关系-在拉动动机，对服务质量的感知，对价值的感知和整体满意度中-在确定访客忠诚度方面同时发挥积极作用。这项研究的第二个目的是评估社会人口统计学和出行行为变量对结构模型中假设关系的调节作用，它是通过认识到会员资格，机票类型（一种指标的显着调节作用）而部分实现的。访客类型）和在三个路径上停留的时间（对服务质量的感知-满意，对价值的感知-忠诚度，满意度-忠诚度）。因此，对于主要的研究问题-台湾国家自然科学博物馆是否提供了合适的服务质量来满足其访客的需求-答案是“是”，而且研究还表明这些访客是这项研究的意义在于，博物馆管理者应通过提供足够的认可水平来同时检查推拉动机，以适应游客的期望（个人需求和成长，专业目的以及与家人和朋友的愉快聚会）服务（博物馆工作人员参加的专业培训和发展计划，有形的设施和设备，提供易于理解和充分的信息以及关怀和个性化的关注），以增加参观者的重访意图并确保博物馆的持续运营和成功。管理人员应注意非会员的需求，并鼓励短期游客延长其逗留时间，以增强他们对价值的认识（合理的价格，有价值的展览品，有益的活动和有用的服务）。建议的未来研究方向包括：（1）检查其他博物馆或文化旅游服务（例如历史遗迹）中更广泛的受访者基础（2）选择和建立完善的服务质量度量标准和其他因素，使用定性方法，以及（3）选择其他潜在的调节变量和受影响的路径。

著录项

  • 作者

    Hsieh, Chi-Ming.;

  • 作者单位

    Michigan State University.;

  • 授予单位 Michigan State University.;
  • 学科 Anthropology Cultural.Museology.Recreation.Psychology Behavioral.
  • 学位 Ph.D.
  • 年度 2010
  • 页码 268 p.
  • 总页数 268
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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