کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1012039 | 1482641 | 2014 | 9 صفحه PDF | دانلود رایگان |
• Develops a new visitor engagement scale.
• Establishes a relationship between the drivers and level of engagement.
• Tests a structural model using formative and reflective scales.
• Provides a tool for managers to assess engagement systematically.
Understanding visitors' level of engagement with tourist attractions is vital for successful heritage management and marketing. This paper develops a scale to measure visitors' level of engagement with tourist attractions. It also establishes a relationship between the drivers of engagement and level of engagement using Partial Least Square, whereby both formative and reflective scales are included. The structural model is tested with a sample of 625 visitors at Kelvingrove Museum in Glasgow, UK. The empirical validation of the conceptual model supports the research hypotheses. Whilst prior knowledge, recreational motivation and omnivore-univore cultural capital positively affect visitors' level of engagement, there is no significant relationship between reflective motivation and level of engagement. These findings contribute to a better understanding of visitor engagement in tourist attractions and a series of managerial implications are proposed.
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Journal: Tourism Management - Volume 42, June 2014, Pages 321–329