IDEAS home Printed from https://ideas.repec.org/a/eee/touman/v42y2014icp321-329.html
   My bibliography  Save this article

Keeping your audience: Presenting a visitor engagement scale

Author

Listed:
  • Taheri, Babak
  • Jafari, Aliakbar
  • O'Gorman, Kevin

Abstract

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.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:touman:v:42:y:2014:i:c:p:321-329
    DOI: 10.1016/j.tourman.2013.12.011
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0261517713002239
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.tourman.2013.12.011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Siu, Noel Yee-Man & Zhang, Tracy Jun-Feng & Dong, Ping & Kwan, Ho-Yan, 2013. "New service bonds and customer value in customer relationship management: The case of museum visitors," Tourism Management, Elsevier, vol. 36(C), pages 293-303.
    2. Abdul-Ghani, Eathar & Hyde, Kenneth F. & Marshall, Roger, 2011. "Emic and etic interpretations of engagement with a consumer-to-consumer online auction site," Journal of Business Research, Elsevier, vol. 64(10), pages 1060-1066, October.
    3. Ballantyne, Roy & Packer, Jan & Falk, John, 2011. "Visitors’ learning for environmental sustainability: Testing short- and long-term impacts of wildlife tourism experiences using structural equation modelling," Tourism Management, Elsevier, vol. 32(6), pages 1243-1252.
    4. Holt, Douglas B, 1998. "Does Cultural Capital Structure American Consumption?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 1-25, June.
    5. Mitchell, Andrew A & Dacin, Peter A, 1996. "The Assessment of Alternative Measures of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 219-239, December.
    6. Žabkar, Vesna & Brenčič, Maja Makovec & Dmitrović, Tanja, 2010. "Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level," Tourism Management, Elsevier, vol. 31(4), pages 537-546.
    7. Barbieri, Carla & Sotomayor, Sandra, 2013. "Surf travel behavior and destination preferences: An application of the Serious Leisure Inventory and Measure," Tourism Management, Elsevier, vol. 35(C), pages 111-121.
    8. Sheng, Chieh-Wen & Chen, Ming-Chia, 2012. "A study of experience expectations of museum visitors," Tourism Management, Elsevier, vol. 33(1), pages 53-60.
    9. Park, C Whan & Lessig, V Parker, 1981. "Familiarity and Its Impact on Consumer Decision Biases and Heuristics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 223-230, September.
    10. Alexander, Matthew & MacLaren, Andrew & O’Gorman, Kevin & Taheri, Babak, 2012. "“He just didn’t seem to understand the banter”: Bullying or simply establishing social cohesion?," Tourism Management, Elsevier, vol. 33(5), pages 1245-1255.
    11. Stringfellow, Lindsay & MacLaren, Andrew & Maclean, Mairi & O’Gorman, Kevin, 2013. "Conceptualizing taste: Food, culture and celebrities," Tourism Management, Elsevier, vol. 37(C), pages 77-85.
    12. Ho, Chaang-Iuan & Lin, Meng-Hui & Chen, Hui-Mei, 2012. "Web users’ behavioural patterns of tourism information search: From online to offline," Tourism Management, Elsevier, vol. 33(6), pages 1468-1482.
    13. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    14. Moore, William L & Lehmann, Donald R, 1980. "Individual Differences in Search Behavior for a Nondurable," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 296-307, December.
    15. Kolar, Tomaz & Zabkar, Vesna, 2010. "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?," Tourism Management, Elsevier, vol. 31(5), pages 652-664.
    16. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bryce, Derek & Curran, Ross & O'Gorman, Kevin & Taheri, Babak, 2015. "Visitors' engagement and authenticity: Japanese heritage consumption," Tourism Management, Elsevier, vol. 46(C), pages 571-581.
    2. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    3. Heesup Han & Linda Heejung Lho & Hyeon-Cheol Kim & Elena-Nicoleta Untaru, 2021. "Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    4. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Lin, Hongxia & Zhang, Meng & Gursoy, Dogan & Fu, Xiaorong, 2019. "Impact of tourist-to-tourist interaction on tourism experience: The mediating role of cohesion and intimacy," Annals of Tourism Research, Elsevier, vol. 76(C), pages 153-167.
    6. Elfiondri, 2023. "The Role of English in Relation to Foreign Tourists’ Revisit Intention for Tourism Development in Mentawai, Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(4), pages 1481-1490, April.
    7. Itani, Omar S. & El Haddad, Rania & Kalra, Ashish, 2020. "Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    8. Jinah Park & Alastair M. Morrison & Bihu Wu & Yeung Kong, 2018. "Korean Golf Tourism in China: Place, Perception and Narratives," Sustainability, MDPI, vol. 10(4), pages 1-20, April.
    9. Wenrui Wang, 2023. "The Ways that Digital Technologies Inform Visitor's Engagement with Cultural Heritage Sites: Informal Learning in the Digital Era ," GATR Journals gjbssr628, Global Academy of Training and Research (GATR) Enterprise.
    10. Wells, Victoria.K. & Taheri, Babak & Gregory-Smith, Diana & Manika, Danae, 2016. "The role of generativity and attitudes on employees home and workplace water and energy saving behaviours," Tourism Management, Elsevier, vol. 56(C), pages 63-74.
    11. Jiang, Jingxian & Ellis, Gary D. & Ettekal, Andrea V. & Nelson, Chad, 2022. "Situational engagement experiences: Measurement options and theory testing," Journal of Business Research, Elsevier, vol. 150(C), pages 223-236.
    12. Ibrahim A. Elshaer & Sameh Fayyad & Salama Ammar & Tamer Ahmed Abdulaziz & Samy Wageh Mahmoud, 2022. "Adaptive Reuse of Heritage Houses and Hotel Conative Loyalty: Digital Technology as a Moderator and Memorable Tourism and Hospitality Experience as a Mediator," Sustainability, MDPI, vol. 14(6), pages 1-13, March.
    13. Heesup Han & Xiaoting Chi & Chang-Sik Kim & Hyungseo Bobby Ryu, 2020. "Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    14. Liu, Yuqing & Schuberth, Florian & Liu, Yide & Henseler, Jörg, 2022. "Modeling and assessing forged concepts in tourism and hospitality using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 152(C), pages 221-230.
    15. Chen Zhao & Huawen Shen, 2024. "The Moderating Effect of Ski Influencer on Ski Tourism Intention," SAGE Open, , vol. 14(2), pages 21582440241, April.
    16. Heesup Han & Che Chen & Antonio Ariza-Montes & Felipe Hernández-Perlines & Luis Araya-Castillo & Jongsik Yu, 2021. "Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia," Land, MDPI, vol. 10(6), pages 1-13, May.
    17. Heesup Han & Wei Quan & Eloy Gil-Cordero & Juan-Pedro Cabrera-Sánchez & Jongsik Yu, 2021. "Performance of Retail Stores at Airports and Their Role in Boosting Traveler Satisfaction and Willingness to Repurchase," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    18. Lea Susanne Faerber & Dennis C. Ahrholdt & Oliver Schnittka & Zeinab Rezvani, 2021. "Visitor characteristics matter: how the positive impact of visit duration on visitor satisfaction at visitor attractions is moderated," Journal of Business Economics, Springer, vol. 91(3), pages 333-351, April.
    19. 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.
    20. 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.
    21. María Bonilla-Quijada & Juan Tugores-Ques & Josep Lluís Olmo Arriaga, 2021. "Promotion of urban tourism: insights into user engagement on social media," Information Technology & Tourism, Springer, vol. 23(4), pages 611-632, December.
    22. Wee-Kheng Tan & Pin-Ho Liou, 2020. "Analysis of the relationship between the perceived extent of a tourist destination and smartphone use," Service Business, Springer;Pan-Pacific Business Association, vol. 14(2), pages 263-285, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bryce, Derek & Curran, Ross & O'Gorman, Kevin & Taheri, Babak, 2015. "Visitors' engagement and authenticity: Japanese heritage consumption," Tourism Management, Elsevier, vol. 46(C), pages 571-581.
    2. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    3. Kavita Sharma & Emmanuel Elioth Lulandala, 2024. "Facebook Ad Engagement: A Cross-cultural Analysis," Global Business Review, International Management Institute, vol. 25(4), pages 1047-1073, August.
    4. Lijuan Bai & Xiangbin Yan, 2023. "Impact of social media capability on firm performance: new evidence from China," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 118-136, February.
    5. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    6. Alvarez-Milán, Agarzelim & Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Christian, 2018. "Strategic customer engagement marketing: A decision making framework," Journal of Business Research, Elsevier, vol. 92(C), pages 61-70.
    7. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    8. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    9. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    10. Carolina Herrando & Julio Jiménez-Martínez & María José Martín-De Hoyos, 2017. "Passion at first sight: how to engage users in social commerce contexts," Electronic Commerce Research, Springer, vol. 17(4), pages 701-720, December.
    11. Ndhlovu, Thinkwell & Maree, Tania, 2022. "Consumer brand engagement: Refined measurement scales for product and service contexts," Journal of Business Research, Elsevier, vol. 146(C), pages 228-240.
    12. Garima Gupta & Komal Singharia, 2021. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis," Vision, , vol. 25(1), pages 36-46, March.
    13. Ramadan, Zahy B., 2021. "“Alexafying†shoppers: The examination of Amazon's captive relationship strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    14. Jiménez-Castillo, David & Sánchez Fernández, Raquel, 2019. "The role of digital influencers in brand recommendation: examining their impact on engagement, expected value and purchase intention," MPRA Paper 123129, University Library of Munich, Germany.
    15. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    16. Sheena Lovia Boateng & Bedman Narteh, 2016. "Online relationship marketing and affective customer commitment – The mediating role of trust," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 127-140, June.
    17. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    18. Hallem, Associate Professor Yousra & Abbes, Associate Professor Intissar & Hikkerova, Professor Lubica & Taga, Media Planner Nadia, 2021. "A trust model for collaborative redistribution platforms:A platform design issue," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    19. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    20. Harrigan, Paul & Evers, Uwana & Miles, Morgan & Daly, Timothy, 2017. "Customer engagement with tourism social media brands," Tourism Management, Elsevier, vol. 59(C), pages 597-609.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:touman:v:42:y:2014:i:c:p:321-329. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/tourism-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.