Izvorni znanstveni članak

https://doi.org/10.22598/at/2023.36.1.37

EFFECT OF VISITORS’ EXPERIENTIAL FACTORS ON SATISFACTION AND BEHAVIOURAL INTENTION: CASE STUDY ON DON BOSCO INDIGENOUS CULTURE MUSEUM, SHILLONG

Prosperous Nongsiej orcid.org/0000-0001-5115-602X ; Commerce & Management, Martin Luther Christian University, Meghalaya, Shillong, India
Iladonbokshisha Buhphang ; Commerce & Management, Martin Luther Christian University, Meghalaya, Shillong, India

Sažetak

This study delves into the complex dynamics between visitors’ experiential factors, satisfaction, and behavioural intentions in the context of the Don Bosco Indigenous Culture Museum in Shillong, Meghalaya. The results uncover that the experiential factor ‘serenity’ has a positive effect on satisfaction, underscoring the importance of a tranquil environment and diverse cultural exhibits. In contrast, ‘involvement’ and ‘enrichment’ emerge as strong predictors of both increased satisfaction and greater behavioural intention. ‘Involvement’ highlights the value of interactive engagement among visitors, creating unique and shared experiences that enhance satisfaction, while ‘enrichment’ emphasizes the museum’s role in educating visitors about culture, and motivating future engagement. Surprisingly, ‘seclusion’ does not significantly impact satisfaction or behavioural intention. Additionally, the study establishes the pivotal role of satisfaction in influencing behavioural intention, aligning with prior research. The present study is constrained by a lack of consideration for external factors, such as marketing initiatives, cultural events, and economic conditions, which may exert influence on visitor experiences and behavioural intentions.

Ključne riječi

experiential factors; satisfaction; behavioural intention; museum; visitor engagement

Hrčak ID:

318472

URI

https://hrcak.srce.hr/318472

Datum izdavanja:

27.6.2024.

Podaci na drugim jezicima: hrvatski

Posjeta: 29 *