Museum Visitors' Heterogeneity and Experience Processing

Jose L Ruiz-Alba, Alireza Nazarian, Miguel A Rodriguez_molina, Luisa Andreu

Research output: Contribution to journalArticlepeer-review


Abstract: This research examines the relationships between affective and cognitive antecedents and consequences of satisfaction under a market heterogeneity approach. It includes co-creation of preparatory activities. The sample consisted of 276 museum visitors in London. Two analysis have been conducted: structural equation model and latent class path analysis. The paper contributes to the development of a theoretical framework for further understanding of service experience in which co-creation plays an important role. Two segments were identified: 1) emotional (with lower degree of co-creation, equally distributed by age and nationality); 2) rational (higher degree of co-creation, younger and domestic visitors). Our research shows significant differences between the two segments regarding variables such as satisfaction, loyalty, service experience, emotion, positive disconfirmation and willingness to pay more.

© 2018, Elsevier. The attached document (embargoed until 12/12/2021) is an author produced version of a paper published in INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link below. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
Original languageEnglish
Pages (from-to)131-141
JournalInternational Journal of Hospitality Management
Early online date12 Dec 2018
Publication statusPublished - 4 Mar 2019

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