Hétérogénéité des visiteurs de musées et traitement de l'expérience

International Journal of Hospitality Management - volume 78, avril 2019
Publié le 17 décembre 2018

Titre original :

Museum visitors’ heterogeneity and experience processing

Résumé :

This research examines the relationships between affective and cognitive antecedents and consequences of satisfaction under a market heterogeneity approach. It includes co-creation of preparatory activities. The sample consisted of 276 museum visitors in London. Two analysis have been conducted: structural equation model and latent class path analysis. The paper contributes to the development of a theoretical framework for further understanding of service experience in which co-creation plays an important role. Two segments were identified: 1) emotional (with lower degree of co-creation, equally distributed by age and nationality); 2) rational (higher degree of co-creation, younger and domestic visitors). Our research shows significant differences between the two segments regarding variables such as satisfaction, loyalty, service experience, emotion, positive disconfirmation and willingness to pay more.

Auteur(s) :

José L. Ruiz-Alba, Alireza Nazarian, Miguel A. Rodríguez-Molina, Luisa Andreu

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