Assessing the asymmetric impact of interpretation environment service quality on museum visitor experience and post-visit behavioral intentions: a case study of the National Palace Museum |
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| Authors: | Nien-Te Kuo Yi-Sung Cheng Kuo-Chien Chang Shih-Ming Hu |
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| Affiliation: | 1. Department of Travel Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City, Taiwan;2. Department of Hospitality Management, University of Missouri, Columbia, MO, USA;3. Department of Leisure and Recreation Management, Chihlee University of Technology, New Taipei City, Taiwan;4. Department of Management, Marketing and Hospitality, Southern Utah University, Cedar City, UT, USA |
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| Abstract: | ![]()
This paper examines the asymmetric positive–negative relationship between interpretation environment service quality, museum visitor experience, and post-visit behavioral intentions. The researchers collected 406 valid questionnaires from visitors to the main exhibit building in the National Palace Museum. Results suggest that the asymmetric effect differs depending on the attribute being examined. When visitors reported their perceptions of personal and sociocultural interpretation environment services, negative perceptions had a larger impact on museum visitor experience than positive perceptions. Moreover, results suggest that museum visitor experience functions as a mediator between perceptions of interpretation environment service quality and post-visit behavioral intentions. |
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| Keywords: | Interpretation environment service quality museum visitor experience post-visit behavioral intentions asymmetric impact loss aversion |
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