Make a loyal visitor: a study of leisure experience at Farglory corporate museum in Taiwan

ABSTRACT

Modern museum operation has evolved from simply providing the public with cultural and historical information to becoming a part of the tourism and leisure industry that provides “edutainment.” In response to intense competition and challenges, museums now place a strong focus on customer experience to elevate their appeal. Targeting newly established corporate museums, this study investigates the relationship between customer leisure motivation, leisure experience, and customer loyalty intention by using a structural equation modelling method. The results show that leisure experience mediates the effect of leisure motivation on loyalty intention. In other words, customer leisure motivation can lead to customer loyalty intention through leisure experience. The results further reveal that act experience dimension provided by corporate museums had significant effects. The theoretical and practical implications of these findings are discussed.

KEYWORDS:

• Corporate museums
• leisure motivation
• leisure experience
• interactive
• word-of-mouth

Disclosure statement

No potential conflict of interest was reported by the author.