Mona Lisa meets Nintendo The Influence of Visitor Experience on Behavioural Intentions in the Gamified Museum Context
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2023-08-28
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en
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This study focuses on the role of the type of museum (gamified vs. traditional) in the relationship between visitor experience and behavioural intentions (word-of-mouth intention and revisit intention). Building on previous literature, the research defines a model of visitor experience with four realms (esthetics, entertainment, education and escapism) from Pine and Gilmore (1999). A qualitative case study with 27 interviews was conducted in two cases: in a gamified interactive museum and a traditional museum. This paper contributes to previous research with two main findings: (1) visitor experience has a positive influence on behavioural intentions and (2) the type of museum (gamified vs. traditional) does not play a moderating role in this relationship. Limitations, interpretations, future research directions and implications for practitioners are discussed at the end of the paper.
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Faculteit der Managementwetenschappen