The impact of museum interpretation tour on visitors' engagement and post‐visit conservation intentions and behaviours

Abstract

This study investigated the effect of marine museum interpretation on visitors' learning engagement and post‐visit behaviours. On‐site survey, follow‐up online survey and interview were used for data collection. Structural equation modelling was utilised to analyse the quantitative data. Additional classification of data from the open‐ended questions and interviews provided more detailed insights into the quantitative findings. Overall, this study revealed that a short interpretation tour experience has the potential to create long lasting impacts on visitors' pro‐environmental behaviours. The findings support the practical implication of using interactive interpretation for promoting visitors' pro‐environmental attitudes and behaviours.

Can tourist engagement enhance tourist behavioural intentions? A combination of PLS-SEM and fsQCA approaches

“…DMOs need to place an emphasis on this dimension of engagement as the repeat visitors are often easier and cheaper to keep rather than new visitors. This reflects the observation of several studies that show tourists who are highly engaged with destinations are most likely to revisit the same location (So et al, 2016;Vittersø et al, 2017;Pan et al, 2020).…”

“…Vittersø et al (2017) has presented an empirical study to support the impact of tourist engagement on revisit intention. Besides, Pan et al (2020) indicated that, tourist engagement might result in revisit intentions. People who expressed a stronger level of identification with the destination as a brand were more likely to visit and/or revisit the location in the future (Stokburger-Sauer, 2010).…”

Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large‐sized museums and cultural institutions

“…Adopting a socio‐technical perspective (Chen, 2007), digitization enables museums and cultural institutions to find new ways and methods to convey the uniqueness and the value of their cultural heritage (Razali et al, 2010). This paves the way for a greater impact of the cultural experience on visitors (Pan et al, 2020) and, consequently, for an improvement of the museums and cultural institutions' attractiveness (Boutsiouki & Polydora, 2020). A larger use of ICTs and digital tools allows museums to virtualize their institutional and organizational activities and enhances their ability to meet the stakeholders' evolving needs (Tsai & Lin, 2018).…”

How Do Voice Characteristics Affect Tourism Interpretation Purchases? An Empirical Study Based on Voice Mining

“…Huang et al, 2022; Liao & Bartie, 2022; Wolf et al, 2013), video (Z. Huang et al, 2022), interactive (Pan et al, 2020), and multimedia interpretations (Wolf et al, 2013).…”

“…Digitalization has inevitably changed the tourism interpretation industry and induced new interpretation forms, and researchers have increasingly paid attention to digital interpretations (Z. Huang et al, 2022; Liao & Bartie, 2022; Pan et al, 2020). However, some practical emerging but academically ignored phenomena (e.g., digital interpretation platforms) may reflect new opportunities for tourism interpretation innovation in digitalization.…”