A Casual Relationship Model of Museum Visitor Satisfaction in Bangkok
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Abstract
Nowadays, museums are not only a place for collecting and displaying social and cultural artifacts, but they are also a place that can create fun and memorable experiences that can lead to visitor satisfaction by using various types of smart tourism technology. Hence, the objectives of this research article were to develop a model of casual factors affecting museum visitor satisfaction and check the consistency of the model with empirical data. The sample of this research consisted of 400 visitors, who visited museum in Bangkok, answered questionnaires that were used as a research tool. The reliability of questionnaires was between.890 and .912. The data analysis consisted of descriptive statistics, such as frequency and percentage. All hypotheses were tested using structural equation modeling. Results revealed that the structural model of museum visitor satisfaction in Bangkok was consistent with empirical data. The factors in the model can together explain 80% of the variance in visitor satisfaction. In conclusion, perceived smart tourism technology has a positive direct and indirect effect on museum visitor satisfaction by creating a memorable tourism experience as a mediator variable. Additionally, memorable tourism experiences also have a positive direct effect on museum visitor satisfaction.
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