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Exploring the Role of Emotion in the Relationship between Museum Image and Tourists’ Behavioral Intention: The Case of Three Museums in Xi’an

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  • Zhenshan Xu

    (School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China)

  • Hong Zhang

    (School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China)

  • Chunhui Zhang

    (School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China)

  • Man Xu

    (Shaanxi Coal and Chemical Industry Group Co., Ltd, Xi’an 710000, China)

  • Nan Dong

    (School of Geography and Tourism, Shaanxi Normal University, Xi’an 710119, China)

Abstract

As a crucial part of cultural tourism, museums can represent the cultural image of a destination. From the perspective of emotion, this study adopted structural equation modeling to examine the correlation between emotion, museum image, and behavioral intention of tourists. Additionally, the mediating effects of cognitive motivation (overall stratification) and emotional motivation (positive and negative emotion) on the paradigm of “museum image–behavioral intention” were compared and analyzed. This research was undertaken at three museums in Xi’an, China, with 893 valid questionnaires collected. The results showed that the image of the museum has a significant impact on tourists’ emotions and a significant positive impact on overall satisfaction and behavioral intention. Moreover, tourists’ emotions significantly influence the overall satisfaction and behavioral intention; they play different mediating effects between museum image and behavioral intention. Finally, managerial and theoretical implications were discussed.

Suggested Citation

  • Zhenshan Xu & Hong Zhang & Chunhui Zhang & Man Xu & Nan Dong, 2019. "Exploring the Role of Emotion in the Relationship between Museum Image and Tourists’ Behavioral Intention: The Case of Three Museums in Xi’an," Sustainability, MDPI, vol. 11(3), pages 1-20, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:559-:d:199768
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    Cited by:

    1. Tatjana Stanovčić & Mileva Manojlović & Djurdjica Perovic, 2021. "The Relationship between Cultural Tourist Experience and Recommendation Intention: Empirical Evidence from Montenegr," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    2. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.
    3. Yunduk Jeong & Suk-Kyu Kim & Jae-Gu Yu, 2019. "Determinants of Behavioral Intentions in the Context of Sport Tourism with the Aim of Sustaining Sporting Destinations," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
    4. An-Jin Shie & You-Yu Dai & Ming-Xing Shen & Li Tian & Ming Yang & Wen-Wei Luo & Yenchun Jim Wu & Zhao-Hui Su, 2022. "Diamond Model of Green Commitment and Low-Carbon Travel Motivation, Constraint, and Intention," IJERPH, MDPI, vol. 19(14), pages 1-21, July.
    5. Deborah Agostino & Marco Brambilla & Silvio Pavanetto & Paola Riva, 2021. "The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    6. You-Yu Dai & An-Jin Shie & Jin-Hua Chu & Yen-Chun Jim Wu, 2022. "Low-Carbon Travel Motivation and Constraint: Scales Development and Validation," IJERPH, MDPI, vol. 19(9), pages 1-25, April.
    7. Lazar Pavić & Ivana Blešić & Marko D. Petrović & Milan M. Radovanović & Jernej Prišenk, 2019. "Can the Quality of Hospitality Services Play a Role in Sustainable Equestrian Tourism in Slovenia? Mediations, Effects, and Implications," Sustainability, MDPI, vol. 11(21), pages 1-12, November.

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