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A study of experience expectations of museum visitors


  • Sheng, Chieh-Wen
  • Chen, Ming-Chia


Visitor studies including studies of experience and expectations of visitors are important for museums in terms of management and development, however few studies have been designed to explore the components of experience expectations for museum visitors. This research tried to analyze the experience expectations of museum visitors. Using content analysis of diaries written by museum visitors, a questionnaire of experience expectations of museum visitors was developed. After a survey with 425 valid returns, factor analysis was used to extract 5 types of experience expectations, which included: easiness and fun, cultural entertainment, personal identification, historical reminiscences, and escapism. Moreover, this research analyzed visitors’ preferences for visiting museums and their demographic factors among different types of experience expectations. Finally, some related discussion and suggestions were proposed.

Suggested Citation

  • Sheng, Chieh-Wen & Chen, Ming-Chia, 2012. "A study of experience expectations of museum visitors," Tourism Management, Elsevier, vol. 33(1), pages 53-60.
  • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:53-60
    DOI: 10.1016/j.tourman.2011.01.023

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    References listed on IDEAS

    1. Colin Shaw & John Ivens, 2002. "Building Great Customer Experiences," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55471-9, March.
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    Cited by:

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    2. Heng Zhang & Po-Chien Chang & Ming-Fong Tsai, 2018. "How Physical Environment Impacts Visitors’ Behavior in Learning-Based Tourism—The Example of Technology Museum," Sustainability, MDPI, vol. 10(11), pages 1-25, October.
    3. Michelle de la HARPE & Karina SEVENHUYSEN, 2018. "The Experience of the Tourist in a Technologically-Driven Age: A Continuum Between the Tourist Guide and Technology," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 4(2), pages 129-142, December.
    4. Brian Garrod & David Dowell, 2020. "Experiential Marketing of an Underground Tourist Attraction," Tourism and Hospitality, MDPI, vol. 1(1), pages 1-19, August.
    5. 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.
    6. Jun Shao & Qinlin Ying & Shujin Shu & Alastair M. Morrison & Elizabeth Booth, 2019. "Museum Tourism 2.0: Experiences and Satisfaction with Shopping at the National Gallery in London," Sustainability, MDPI, vol. 11(24), pages 1-16, December.
    7. Zhang, Honglei & Yang, Yang & Zheng, Chunhui & Zhang, Jie, 2016. "Too dark to revisit? The role of past experiences and intrapersonal constraints," Tourism Management, Elsevier, vol. 54(C), pages 452-464.
    8. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    9. Piera Buonincontri & Alessandra Marasco & Haywantee Ramkissoon, 2017. "Visitors’ Experience, Place Attachment and Sustainable Behaviour at Cultural Heritage Sites: A Conceptual Framework," Sustainability, MDPI, vol. 9(7), pages 1-19, June.
    10. Timothy Jung & M. Claudia tom Dieck & Hyunae Lee & Namho Chung, 2020. "Relationships among Beliefs, Attitudes, Time Resources, Subjective Norms, and Intentions to Use Wearable Augmented Reality in Art Galleries," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    11. Atanu Nath & Parmita Saha, 2017. "A Theoretical Positioning of Self and Social Identities as Antecedents in Cultural-Experiential Tourism," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 10(2), pages 115-128.
    12. 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.
    13. Eirini Eleni Tsiropoulou & George Kousis & Athina Thanou & Ioanna Lykourentzou & Symeon Papavassiliou, 2018. "Quality of Experience in Cyber-Physical Social Systems Based on Reinforcement Learning and Game Theory," Future Internet, MDPI, vol. 10(11), pages 1-22, November.
    14. Taheri, Babak & Jafari, Aliakbar & O'Gorman, Kevin, 2014. "Keeping your audience: Presenting a visitor engagement scale," Tourism Management, Elsevier, vol. 42(C), pages 321-329.
    15. Heesup Han & Soyeun Lee & Sunghyup Sean Hyun, 2019. "Role of Internal and External Museum Environment in Increasing Visitors’ Cognitive/Affective/Healthy Experiences and Loyalty," IJERPH, MDPI, vol. 16(22), pages 1-15, November.
    16. Wende Wang & Mozhuang Fu & Qingwu Hu, 2020. "The Behavioral Pattern of Chinese Public Cultural Participation in Museums," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    17. Mara Cerquetti & Concetta Ferrara, 2018. "Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field," Sustainability, MDPI, vol. 10(3), pages 1-16, March.
    18. Che-Jen Su & Anne-Marie Lebrun & Patrick Bouchet & Jun-Ren Wang & Nicolas Lorgnier & Jin-Hsing Yang, 2016. "Tourists’ participation and preference-related belief in co-creating value of experience: a nature-based perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 823-846, December.
    19. María Magdalena Solís-Radilla & Lucio Hernández-Lobato & Luis Jose Callarisa-Fiol & Héctor T. Pastor-Durán, 2019. "The Importance of Sustainability in the Loyalty to a Tourist Destination through the Management of Expectations and Experiences," Sustainability, MDPI, vol. 11(15), pages 1-23, July.

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