| Description |
The purpose of this study was to (1) empirically test the appropriateness of the Experience Economy (ExEc) scale in a museum setting; (2) establish whether or not a relationship exists between the ExEc realms and the cognitive variables of memory, arousal, perceived quality, and satisfaction in a museum setting; and (3) establish whether or not a relationship exists between the ExEc realms and three behavioral intentions (intention to recommend, intention to visit, engagement in information-seeking behavior) and whether the cognitive variables mediate this relationship. The experience economy framework was found to be applicable to the fields of tourism and museum and visitor studies. The four ExEc realms (education, esthetics, escapism, entertainment) were evident in this study. While varying in terms of their importance, the ExEc dimensions were related to the cognitive variables (memory, arousal, perceived quality, satisfaction) used in previous studies. Intention to recommend was found to be a relevant behavioral intention and was related to the ExEc dimensions. Perceived quality and satisfaction were also found to be mediators in the relationship between ExEc dimensions and intention to recommend. Natural History Museum of Utah (NHMU) visitors were found to be interested in either visiting or learning more about sites they saw depicted in museum exhibits. The overarching interpretive themes of the NHMU were also recognized by some visitors to the museum. |
