The Influence of Experiential Quality, Excitement, Museum Image, and Experiential Satisfaction toward Revisit Intention: Empirical Study at Modern and Contemporary Art Museum in Jakarta
Dwina Deandra Subroto, Arga Hananto

Universitas Indonesia

Abstract

Millennials who tend to seek new experiences are currently dominating the tourism industry in Indonesia. Museums are suggested to attract them by improving their marketing strategy by increasing the quality of customers’ experience. As this situation occur, this study attempts to identify primary dimensions of experiential quality in a successful museum and examine the interrelationship between the experiential quality dimensions, experiential quality, excitement, equity, experiential satisfaction, and revisit intention. As a framework, the researcher used a multi-dimensional, hierarchical model and formative construct to test the relationship among those variables. The researcher used a quantitative method with PLS-SEM on a convenience sample of 306 respondents. This research showed that interaction quality, physical environment quality, outcome quality, and access quality positively affecting visitors’ judgment on experiential quality. Experiential quality also has a vital role in affecting excitement and museum image, which will lead to experiential satisfaction and revisit intention, respectively.

Keywords: Marketing, Experiential Quality, Excitement, Museum Image, Experiential Satisfaction, Revisit Intention

Topic: Marketing Management