Role of Internal and External Museum Environment in Increasing Visitors’ Cognitive/Affective/Healthy Experiences and Loyalty

Heesup Han, Soyeun Lee and Sunghyup Sean Hyun
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Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Soyeun Lee: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Sunghyup Sean Hyun: School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdong-gu, Seoul 133-791, Korea

IJERPH, 2019, vol. 16, issue 22, 1-15

Abstract: There has not been much research on the impact of the museum environment on the formation of visitor loyalty. The purpose of this study is to discover the convoluted relationships among internal and external physical environments, involvement, knowledge value, satisfaction, and desire in forming visitor loyalty. A field survey was carried out at museums. A confirmatory factor analysis with the collected data showed that the measures used included an adequate level of measurement quality. The proposed model was revised by adding four meaningful approaches to improve the anticipatory ability and model fit. Results from the structural analysis demonstrated the criticality of both internal and external dimensions of physical environments in loyalty formation and identified the significant mediating impact of cognitive, evaluative, and motivational factors in our theoretical framework. Moreover, the relative importance of desire in increasing loyalty was found. Research contributions to the museum literature are discussed.

Keywords: internal museum environment; external museum environment; loyalty; involvement; knowledge value; satisfaction; desire (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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