The Co-creation of Museum Experience Value From the Perspective of Visitor Motivation

Yongzhong Yang, Shuangji Liu and Xiaoting Song

SAGE Open, 2023, vol. 13, issue 4, 21582440231202118

Abstract: Marketing and tourism research emphasizes the importance of the co-creation of experience value in creating and maintaining sites of cultural consumption. However, the role of visitor motivation has been relatively overlooked, as have the dynamics of this process in museum space. Addressing these gaps, this study examines the co-creation of museum experience value from the perspective of visitor motivation in seven museums in Chengdu, China. The survey was used to collect 549 valid samples. Using survey questionnaire data and regression and structural equation analysis, this study reveals the significant relationship between visitor motivation, participation, interaction, and experience value in the co-creation of museum experience value. More specifically, participation and interaction play a mediating role in the relationship between visitor motivation and experience value, while visitor knowledge plays a moderating role in the relationship between visitor motivation and experience value. Expanding the literature on experience value co-creation by museum visitors, the results of this study have important implications for museum management.

Keywords: museum; visitor motivation; experience value; co-creation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231202118

DOI: 10.1177/21582440231202118

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