Understanding the Museum Image Formation Process

Abstract

This study seeks to provide a deeper understanding of the image formation process as it relates to museums with a view to comparing and contrasting tourists and residents as the two main target segments for this high-quality attraction. This study theoretically develops and empirically tests a measurement model of the museum image formation process, integrating the processes for both residents and tourists. The model also examines visitor motivations and information sources as conditioning variables. Finally, it studies the effect of visitor image on satisfaction with the museum visitation experience. The results of this study suggest that residents and tourists have some differences in their image formation process following visitation to a museum. Theoretical and managerial implications are discussed.