Factors Influencing Conative Loyalty in Anthropology Museum Tourism

Authors

  • Jing Jing Zheng Affiliation: Guangxi University of Finance and Economics
  • Hua wen Shen Affiliation: City University of Macau
  • Ka Yin Chau Affiliation: City University of Macau
  • Ting Liu Affiliation: Guangxi University of Finance and Economics
  • En Long Li Affiliation: City University of Macau

Keywords:

Emotional attachment, Perceived quality, Visitor satisfaction, Conative loyalty, Anthropology Museum tourism.

Abstract

Although the concepts of loyalty, service quality and customer satisfaction have frequently been discussed by scholars, their connections with emotional factors have rarely been investigated in the field of museum tourism. The Anthropology Museum of Guangxi focuses on unique ethnic minorities, which is used as a case study in this paper. The key question is whether visitors are driven by certain emotional factors. This paper examines the relationships among the factors that influence visitors’ emotional attachment, satisfaction, conative loyalty and perceived quality. Structural equation modelling (PLS-SEM) is used to model the relations among these four constructs, which include formative and reflective constructs. The structural model was tested on a sample of 184 visitors to the Anthropology Museum of Guangxi, and empirical study of the conceptual model supports all of the paper’s hypotheses. The results show positive influences among emotional attachment, visitor satisfaction and perceived quality, which may indeed affect visitors’ conative loyalty to a specific museum. The practical applications are suggested based on the finding that emotional attachment plays an important role in predicting visitor loyalty.

Author Biographies

  • Jing Jing Zheng, Affiliation: Guangxi University of Finance and Economics

    Title: Lecturer

    Department: School of Foreign Languages for Business

  • Hua wen Shen, Affiliation: City University of Macau

    Title: Assistant Professor

    Department: Faculty of International Tourism and Management

  • Ka Yin Chau, Affiliation: City University of Macau

    Title: Associate Professor

    Department: Faculty of International Tourism and Management

  • Ting Liu, Affiliation: Guangxi University of Finance and Economics

    Title: Lecturer

    Department: School of Economic and Trade

  • En Long Li, Affiliation: City University of Macau

    Department: Faculty of International Tourism and Management

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Published

30.04.2021

Issue

Section

Applied Cultural Studies: Research Papers

How to Cite

Factors Influencing Conative Loyalty in Anthropology Museum Tourism. (2021). Tourism & Management Studies, 17(2), 29-40. https://tmstudies.net/index.php/ectms/article/view/1351

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