Exploring the Role of Emotion in the Relationship between Museum Image and Tourists’ Behavioral Intention: The Case of Three Museums in Xi’an

Zhenshan Xu, Hong Zhang, Chunhui Zhang, Man Xu and Nan Dong
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Zhenshan Xu: School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China
Hong Zhang: School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China
Chunhui Zhang: School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China
Man Xu: Shaanxi Coal and Chemical Industry Group Co., Ltd, Xi’an 710000, China
Nan Dong: School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China

Sustainability, 2019, vol. 11, issue 3, 1-20

Abstract: As a crucial part of cultural tourism, museums can represent the cultural image of a destination. From the perspective of emotion, this study adopted structural equation modeling to examine the correlation between emotion, museum image, and behavioral intention of tourists. Additionally, the mediating effects of cognitive motivation (overall stratification) and emotional motivation (positive and negative emotion) on the paradigm of “museum image–behavioral intention” were compared and analyzed. This research was undertaken at three museums in Xi’an, China, with 893 valid questionnaires collected. The results showed that the image of the museum has a significant impact on tourists’ emotions and a significant positive impact on overall satisfaction and behavioral intention. Moreover, tourists’ emotions significantly influence the overall satisfaction and behavioral intention; they play different mediating effects between museum image and behavioral intention. Finally, managerial and theoretical implications were discussed.

Keywords: museum image; tourist emotion; satisfaction; behavioral intention; multiple mediating effect; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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