A Study On The Relationship Among Museum Visitor Experience,Attitude And Behavioral Intention

With the advent of the experience economy era,tourists pay more attention to their travel experience.However,compared with the experience of tourists in the process of travel,the experience and feeling after travel can have more impact on tourists' revisit intention.From the perspective of tourist experience,this paper studies on the basis of domestic and foreign literature.Taking Shanxi Museum as an example,this paper explores various factors influencing tourists' behavioral intention,and clarifies the interaction among tourists' experience,behavioral attitude and behavioral intention.The literature method,questionnaire survey method and empirical analysis method are used comprehensively.Taking Shanxi Museum as an example,this paper integrates TPB theory,SOR theory and the Experience Economy theory.This paper explores the relationship among tourists' experience,attitude and behavioral intention of museum tourism,constructs a model of influencing factors of Museum tourists' behavioral intention,puts forward corresponding research hypotheses,and designs relevant questionnaires.In this paper,SOR theory is selected as the theoretical framework,and all dimensions of experience economy and planned behavior theory are included into the framework system.As the case of this paper is Shanxi Museum,the questions in the questionnaire are designed according to the specific situation of Shanxi Museum.In the process of data analysis,SPSS25.0 software is used to test the pre-survey data.Delete the items that do not meet the data standards,and form the formal survey questionnaire to ensure the scientific rationality of the questionnaire.Based on the reliability analysis and validity test of the questionnaire data of 369 museum visitors,this paper explores the interaction between various dimensions with the help of correlation analysis and structural equation model.The key findings of this paper are as follow:(1)The three dimensions of museum visitors' experience,education,entertainment and esthetics,have a significant positive impact on tourists' behavioral intention,and the educational experience of tourists has the greatest influence on tourists' behavioral intention,followed by aesthetic experience and entertainment experience;(2)The four dimensions of museum visitors' experience,education,entertainment,escapism and aesthetics,have a significant positive impact on tourists' behavior intention,among them,entertainment experience has a greater impact than education,escape and aesthetic experience;(3)From the perspective of tourists,their attitude has a significant positive impact on the behavioral intention of Museum tourists.According to the relevant conclusions of the study,the following suggestions are summarized:(1)Using research tourism courses,functional space display and interaction with tourists to enhance tourists' educational experience.(2)Grasping the specific experience needs of tourists and creating immersive museum products for entertainment.(3)Attaching experience elements to products and services,and creating memorable activities for tourists to immerse them.(4)To create a comfortable environment in line with the hearts of visitors,so that the museum can attract more visitors.