TY - JOUR
T1 - The role of atmosphere in Italian museums
T2 - effects on brand perceptions and visitor behavioral intentions
AU - Piancatelli, Chiara
AU - Massi, Marta
AU - Vocino, Andrea
N1 - Publisher Copyright:
© 2020 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021
Y1 - 2021
N2 - This paper examines the role of museum atmosphere in affecting brand trustworthiness, perceived quality, visitor satisfaction, and visitor behavioral intentions in a museum context in Italy. While broadly examined with reference to stores, atmosphere has been rarely looked at in the museum context, particularly in Italy, the authors developed a research framework to investigate the relationships among museum atmosphere, brand trustworthiness, perceived quality, intention to revisit, and intention to recommend. Using a survey as a research instrument, the study was conducted with 1,370 visitors of three Italian museums: Museo delle Culture (MUDEC), Museo del Novecento, and Galleria d’Arte Moderna (GAM). Results show that the museum atmosphere affects both perceptions of brand trustworthiness, and visitor behavioral intentions. The paper makes the case for using the development of the atmosphere as a strategy to include the visitor perspective in the museum value co-creation process. Theoretical and managerial implications are then outlined.
AB - This paper examines the role of museum atmosphere in affecting brand trustworthiness, perceived quality, visitor satisfaction, and visitor behavioral intentions in a museum context in Italy. While broadly examined with reference to stores, atmosphere has been rarely looked at in the museum context, particularly in Italy, the authors developed a research framework to investigate the relationships among museum atmosphere, brand trustworthiness, perceived quality, intention to revisit, and intention to recommend. Using a survey as a research instrument, the study was conducted with 1,370 visitors of three Italian museums: Museo delle Culture (MUDEC), Museo del Novecento, and Galleria d’Arte Moderna (GAM). Results show that the museum atmosphere affects both perceptions of brand trustworthiness, and visitor behavioral intentions. The paper makes the case for using the development of the atmosphere as a strategy to include the visitor perspective in the museum value co-creation process. Theoretical and managerial implications are then outlined.
KW - Museum atmosphere
KW - brand trustworthiness
KW - consumer behavioral intention
KW - intention to recommend
KW - intention to revisit
KW - perceived quality
UR - http://www.scopus.com/inward/record.url?scp=85087549481&partnerID=8YFLogxK
U2 - 10.1080/0965254X.2020.1786846
DO - 10.1080/0965254X.2020.1786846
M3 - Journal Article
AN - SCOPUS:85087549481
SN - 0965-254X
VL - 29
SP - 546
EP - 566
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 6
ER -