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    Museum experience and satisfaction: moderating role of visiting frequency in national museum of Ghana

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    Kofi - Museum experience and satisfaction 2021.pdf (198.7Kb)
    Date
    2021-04-12
    Author
    Kofi, Alexander
    Gyepi, Theophilus Francis
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    Abstract
    This research aims to investigate how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. More specifically, this study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more. Museums offer unique collections for tourists’ education and recreation while providing a better understanding of the cross‑cultural diversity of societies. The research was conducted with 285 tourists visiting the National Museum in Ghana, with questions relating to experience, satisfaction, loyalty and willingness to pay more. Structural equation modelling was used to test the effects of the museum experience, satisfaction and loyalty on willingness to pay more. Responses emanating from the questionnaire on the National Museum of Ghana was analysed and the study findings suggest the significant effects of tourist experience on satisfaction as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, the significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more. In this regard managers should develop marketing strategies that promote museum tourism in the travelling experience and that guarantee greater satisgfaction on site.
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    http://observatoriocultural.udgvirtual.udg.mx/repositorio/handle/123456789/1406
    Collections
    • Patrimonio cultural
    Citación
    Kofi, A. y Gyepi, T. F. (2021). Museum experience and satisfaction: moderating role of visiting frequency in national museum of Ghan. Pasos. Revista de Turismo y Patrimonio Cultural. 19 (2), 239‑253. https://doi.org/10.25145/j.pasos.2021.19.016.

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    SISTEMA DE UNIVERSIDAD VIRTUAL
    Av. La Paz No. 2453, Col. Arcos Sur. C.P. 44130
    Tel: +52 (33) 3268 8888‏ ext. 18801
    Guadalajara, Jalisco, México.

    Contact Us | Send Feedback