RT info:eu-repo/semantics/article
T1 Museum experience and satisfaction: moderating role of visiting frequency in national museum of Ghana
T2 Experiencia y satisfacción en el museo: papel moderador de la frecuencia de visitas en el museo nacional de Ghana
A1 Kofi Preko, Alexander
A1 Gyepi‐Garbrah, Theophilus Francis
K1 Museo
K1 Experiencia
K1 Satisfacción
K1 Fidelidad
K1 Turismo
K1 Ghana
AB This research aims to investigate how tourist experience elicits satisfaction and contributes toloyalty and willingness to pay more for a museum destination. More specifically, this study also investigatesthe significant moderating role of visiting frequency on the relationship between satisfaction and willingnessto pay more. Museums offer unique collections for tourists’ education and recreation while providing a betterunderstanding of the cross‐cultural diversity of societies. The research was conducted with 285 tourists visitingthe National Museum in Ghana, with questions relating to experience, satisfaction, loyalty and willingness topay more. Structural equation modelling was used to test the effects of the museum experience, satisfactionand loyalty on willingness to pay more. Responses emanating from the questionnaire on the NationalMuseum of Ghana was analysed and the study findings suggest the significant effects of tourist experience onsatisfaction 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 satisfactionand tourist willingness to pay more. In this regard managers should develop marketing strategies that promotemuseum tourism in the travelling experience and that guarantee greater satisgfaction on site.
PB Universidad de La Laguna, Instituto de Investigación Social y Turismo
SN 1695-7121
YR 2021
FD 2021
LK http://riull.ull.es/xmlui/handle/915/23020
UL http://riull.ull.es/xmlui/handle/915/23020
LA en
DS Repositorio institucional de la Universidad de La Laguna
RD 24-abr-2024