Study on The Impact of Museum Tourism Factors on Visitors on Satisfaction and Behavioral Intention : Focusing on The Case of Kunming Museum

다국어 초록 (Multilingual Abstract)

With continuous reform and innovation of the national system, the integration of culture and tourism institutions presents new development ideas. It is an important element of museum tourism against the background of the integration of culture and tourism. Museum tourism is expanding the social functions and services of museum tourism to re-examine the ever-changing trend of the times, solve the problem of internal development of museum tourism, and to effectively perform social functions, it is necessary to adapt to social needs. From the perspective of supply and demand, research on museum tourism not only reflects the demand for the integration of culture and tourism, but also studies the analytical framework for the elements of museum tourism. In terms of supply and demand, a specific analysis of museum tourism aims to maintain a dynamic balance between supply and demand, promote the smooth development of museum tourism, and provide practical guidelines for similar projects. It is necessary to establish a comprehensive evaluation system such as cultural development, location environment, product development, visitor experience, marketing, and leadership, and to comprehensively evaluate the level of museum tourism development in Kuming by type and dimension. Based on this, we intend to establish a system that analyzes the influencing mechanism of each factor at the macroscopic and microscopic levels and explores the structural relationship between supply and demand factors. Based on this, based on the empirical conclusions of museum tourism in terms of supply and demand, this paper intends to propose a response strategy focusing on innovation of the concept of tourism service, reorganization of the internal chain of creative industries related to museums, reinforcement of the application of modern technology, and reform of the management system. In order to study the relationship between the Yunnan Museum's supply factors and visitor satisfaction and behavioral intentions, this paper studied the mediating role of perceived values in this relationship using structural equation modeling (SEM). The results of the study showed that museum managers strengthened museum service quality management by providing goal-oriented references to optimize supply strategies and improve service quality, and studied the change in visitor behavioral intentions as follows. (1) Supply factors are positively correlated with visitor satisfaction and behavioral intentions Supply factors such as cultural development, location, product development, visitor experience, trial and error marketing, and leadership in Yunnan Museum have a significant positive influence on visitor satisfaction and behavioral intentions. It shows that the museum's achievements in these areas are important to the overall visitor experience. The museum effectively improves visitor satisfaction by providing high-quality cultural contents and exhibitions, excellent locations, innovative product development strategies, and good visitor experiences and services, which have a positive effect on behavioral intentions such as repeated visits and recommended to others. (2) the mediating role of perceived values Perceived value plays a significant mediating role between supply factors, visitor satisfaction, and behavioral intention. Specifically, perceived value is divided into product value, location value, cost value, and service value, and as a result of the study, it was found that service value had a direct positive effect on satisfaction and indirectly positive effect on behavioral intention. Museums with high service value can induce revisiting through other means such as high-quality exhibitions and educational programs. (3) The Importance of Geographic Location Value Among all values, location value has the most important influence on visitor satisfaction and behavioral intentions. This appears to be an important factor in the museum's location attracting visitors and encouraging repeat visits. The convenient location and historical and cultural importance of the Yunnan Museum help improve visitor satisfaction and behavioral intentions. The museum can further strengthen its geographic advantage and improve its overall attractiveness by improving transportation facilities and integrating surrounding tourism resources. (4) Balance product, cost, and service value The effects of product value, cost value, and service value on visitor satisfaction and behavioral intention suggest that the museum needs to balance these aspects to ensure the overall visitor experience. In particular, service value has a negative effect on satisfaction, while it has a positive indirect effect on behavioral intention. This means that the museum is improving the quality of its service, but it also has to manage the expectations of visitors. Museums can improve satisfaction and behavioral intentions by improving visitors' awareness of the value of money by setting reasonable prices and providing high-quality services. (5) Management strategy recommendations Based on the research results, the Yunnan Museum needs the following management strategies. 1) Strengthen innovation in cultural and product development: ① Exhibition Diversification: Regular updates of exhibition content covering various historical periods and cultural topics are needed to meet the needs of different age groups and interests. ② Cooperation and exchange: The academic and cultural level of the museum shall be enhanced by introducing high-quality exhibitions and cultural projects in cooperation with other museums, academic institutions and artists at home and abroad. 2) Interactive and Educational Programs: Interactive and educational programs such as workshops, lectures, and live performances should be designed and implemented to improve visitor participation and learning experiences. 3) Optimized location and visitor experience: ① Convenient transportation: Transportation facilities around the museum, such as the addition of public transportation routes and parking lots, should be improved to increase the accessibility of visitors. ② Landscape Design: Make the area around the museum beautiful, provide a comfortable resting and green space, and create a pleasant visiting atmosphere. 4) Digital Tour Guide: Digital tour guide systems such as mobile applications and multimedia displays should be introduced to provide visitors with detailed exhibition information and convenient tour routes. 5) Cost-effectiveness operations ① Rational Price: It is necessary to set a reasonable ticket price based on market demand and visitor's ability to pay and release discounted tickets such as family membership, student rights, membership cards, etc. ② Operate efficiently: Optimize personnel and operational processes to improve service efficiency and quality and reduce operating costs. ③ Diversification of revenue sources: commercial potential around the museum should be developed, such as opening souvenir shops, cafes, restaurants, etc., composition of paid activities and lectures, and increasing revenue sources. 6) Enhance Service Value: ① Training and Development: Regular training is needed to help employees improve their professional knowledge and service skills to ensure that visitors receive quality service during their visit. ② Satisfaction Survey: Establish visitor feedback mechanisms, regularly collecting and analyzing visitor comments and suggestions, and improving services and facilities in a timely manner. ③ Membership Services: Membership schemes should be established to provide members with exclusive services and benefits such as early visits, solo tours, and membership activities to enhance visitor loyalty. 7) Use Visitor Satisfaction as Leverage to Increase Behavioral Intentions: ① Brand Building: Promote the museum's features and highlights through various channels, increase brand awareness and reputation, and attract more visitors. ② Community Engagement: Organizing community activities and public welfare projects should strengthen interaction with the community, and strengthen the social influence and affinity of museums. ③ Word of Mouth Marketing: Using social media and online platforms, promotional marketing is needed to help visitors share visiting experiences and photos, create word of mouth effects, and attract more potential visitors. (6) Implications for Future Research This study studied new perspectives and methodological support for future research on service quality management and marketing strategy establishment of cultural tourism scenic spots. In future research, it is necessary to study the effects of various cultural backgrounds and personal preferences on the visitor experience and how to use technology to improve visitor interaction and personalized experiences. The museum can develop more accurate marketing strategies and improve the overall level of management by deeply analyzing the needs and expectations of various types of visitors. Keywords: Influence of Museum Tourism Elements; Satisfaction; Behavioral Intention; Kunming Museum; Perceived Value Students Number: 20218170

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1. Research Background1
• 2. Research Significance2
• 3. Research Content 5
• 4. Research Methods & Technical Route Map 9
• 5. Research Innovation and Contribution 13
• Ⅱ. Literature Review and Theories Basis 15
• 1. Review of Research on Museum Tourism Factor Evaluation · 15
• 2. Previous Research 34
• 3. Conceptual Model of Museum Visitors’ Perceived Value 39
• Ⅲ. Research Design 41
• 1. Model Construction and Research Hypotheses41
• 2. Questionnaire Design51
• 3. Data and Sources 58
• 4. Models and Computational Methods 59
• Ⅳ. Empirical Analysis 61
• 1. Introduction to Yunnan Provincial Museum in Kunming 61
• 2. Sample Characteristics 63
• 3. Survey Data Analysis66
• 4. Results Analysis 87
• Ⅴ. Conclusion and Prospects 92
• 1. Conclusion92
• 2. Museum Tourism Enhancement Strategies from the Perspective
• of Supply and Demand96
• 3. Research Limitation and Prospects 108
• References112
• 한글초록 119
• Appendix124
• Acknowledgement130