| As a national museum,the Nanjing Museum is a museum that integrates history,culture,art and technology,and its rich collections and historical and cultural connotations have attracted countless tourists to visit.However,traditional museum tours often present a situation of "seeing but not touching,hearing but not hearing",making it difficult to truly stimulate visitors’ interests and feelings.In order to enhance visitors’ immersion experience and cultural awareness,the Nanjing Museum has launched a series of immersion tours to provide visitors with a more in-depth,comprehensive and three-dimensional cultural experience.However,visitors’ on-site experience is temporary,and only after visitors feel satisfied with the experience will it influence their future behavioral intentions.Taking the Nanjing Museum as an example,this study explores the factors that influence visitors’ intention to visit from the perspective of an immersive museum experience.By outlining relevant domestic and international research,a research model of the impact of immersive experiences on visitors’ behavioral intentions at the Nanjing Museum is constructed.The study was conducted using a combination of field research and online research,and the survey was conducted for tourists of Nanjing Museum in October-November 2022.The survey questionnaire was designed with reference to a more mature and reasonable scale design and based on the research model and related hypotheses.This study aims to investigate the interactions between immersion experience,tourist satisfaction,and post-tour behavioral intention,and to clarify the links between them.This study used SPSS 25.0 and SPSS AMOS 25.0 software to analyze the survey data.By verifying the proposed assumptions,research conclusions were drawn and corresponding improvement suggestions were proposed.After the final analysis of the study results,it was found that:(1)the two dimensions of educational experience and entertainment experience have a significant positive impact on visitors’ behavioral intention;(2)the four dimensions of educational,entertainment,aesthetic and escape experience have a significant positive impact on visitors’ satisfaction in the visitor experience of Nanjing Museum.;(3)For visitors,their post-tour satisfaction has a significant positive impact on the post-tour behavioral intention of museum visitors.According to the relevant research results,the following are the recommendations summarized for reference(1)Enhance the educational experience of visitors through the study tour curriculum,the display of functional spaces,and interaction with visitors.(2)Understand visitors’ specific experiential needs in order to create entertaining and immersive museum products.(3)Build an environment that is comfortable and satisfying to visitors,thereby attracting more visitors to the museum.(4)Enhance the quality of the escape experience so that visitors can relax physically and mentally while visiting(5)Provide quality tourism services to consolidate post-tour satisfaction and enhance visitors’ willingness to revisit and recommend after the tour. |
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