游客感知价值对参观博物馆数字展览满意度的影响研究  

Study on the Impact of Tourists’Perceived Value on the Satisfaction of Visiting Museum Digital Exhibitions

作　　者：周锦 曹洋 Zhou Jin;Cao Yang(School of Business,Nanjing University of Information Science and Technology,Nanjing,Jiangsu,China 210044)

机构地区：[1]南京信息工程大学商学院,江苏南京210044

出　　处：《内蒙古师范大学学报(哲学社会科学版)》2024年第6期82-92,共11页Journal of Inner Mongolia Normal University:Philosophy and Social Sciences Edition

基　　金：江苏省高校哲学社会科学研究重大项目“数字时代文化和旅游产业深度融合发展的时空格局及其驱动机制研究”(2024SJZD124);江苏省社科应用研究精品工程课题“银发旅游新需求与江苏文旅消费业态创新研究”(24SYB-048)研究成果之一。

摘　　要：游客参观博物馆展览是现代文化旅游的重要途径之一。在数字经济时代,数字展览对于促进博物馆旅游具有重要作用。笔者将游客参观博物馆的价值感知分为认知、质量、情感、成本和社会5个价值维度,然后构建游客感知价值、满意度及忠诚度之间关系的假设模型,进行结构方程模型分析。目的是探讨游客参观博物馆数字展览的感知价值与游客满意度及忠诚度之间的关系。经过研究发现,游客感知价值显著正向影响满意度和忠诚度。此外,游客的满意度也对忠诚度产生积极正向影响。满意度在游客感知价值和忠诚度之间发挥着中介作用。这些研究结果可以为进一步推动游客参观博物馆数字展览提供一些策略和建议。Visiting museum exhibitions is one of the important ways of modern cultural tourism.Digital exhibi-tions play an important role in promoting museum tourism in the era of digital economy.In this paper,the perceived value of tourists visiting museums is divided into five dimensions:cognition,quality,emotion,cost and society.And a hypothetical model of the relationship among tourists’perceived value,satisfaction and loyalty is constructed for structural equation model analysis.It is found that tourists’perceived value has a significant positive impact on satis-faction and loyalty.The satisfaction of tourists also has a positive impact on loyalty.Satisfaction plays an intermediary role between tourists’perceived value and loyalty.The research results provide references for the promotion of digital exhibition visits in museum.

关 键 词：博物馆 数字展览 感知价值 满意度 忠诚度 

分 类 号：G260[历史地理—考古学及博物馆学]