Analyze the experience of visitors at the museums, a case study in Danang city
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Keywords:
Museum experience
local brand image
engagement
e-wom
Abstract
In recent years, the role of customer experience in museums has been increasingly emphasized and paid attention to. This has led museums to make more changes in order to enhance competitiveness and attract visitors. This study analyzes the impact of visitor experience at museums on satisfaction, local brand image, engagement, and e-wom intention. Data was collected through a survey of 274 visitors who came to museums in Danang, both offline and online. The analysis results indicate that knowledge value, entertainment value, attractiveness, and technology have positive influences on visitor satisfaction. The study shows that museum satisfaction is closely related to the local brand image and the level of engagement, simultaneously contributing to the promotion of e-wom intention.
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Published
Sep 30, 2023
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How to Cite
Trần Xuân Quỳnh, and Nguyễn Bảo Ngân. “Analyze the Experience of Visitors at the Museums, a Case Study in Danang City”. The University of Danang - Journal of Science and Technology, vol. 21, no. 9.2, Sept. 2023, pp. 16-22, https://jst-ud.vn/jst-ud/article/view/8628.
