Evaluation of perceived socio-cultural context in museum visitor experience: combining the theory of planned behaviour and the norm activation model

Abstract

Tourism is a highly profitable industry, and museums play an essential part in promoting the culture of a country and ensuring economic returns from tourism. This article explores the antecedents influencing visitors' experiences and intention behaviour with the aim of maximising the effectiveness of historical museums. Structural equational modelling is used to analyse a sample size of 309 visitors to the Museum of Vietnamese History in Ho Chi Minh City, Vietnam. The results reveal that perceived socio-cultural context (PSC) and interpersonal interaction (II) are significantly associated with museum visitor experience (MVE). In addition, perceived behavioural control (PBC), subjective norms (SN), and personal norms (PN) have significant effects on intention to revisit (IR) the museum. Moreover, the visitor experience has an essential role in increasing word of mouth (WOM) and stimulating positive IR, and WOM is significantly related to IR. The article concludes by providing implications for museum managers to improve the experience and intention behaviour of visitors in the international competitive market on cultural tourism.