Keeping your audience : presenting a visitor engagement scale
Taheri, Babak and Jafari, Aliakbar and O'Gorman, Kevin D. (2014) Keeping your audience : presenting a visitor engagement scale. Tourism Management, 42. 321–329. ISSN 0261-5177
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Abstract
Understanding visitors’ level of engagement with tourist attractions is vital for successful heritage management and marketing. This paper develops a scale to measure visitors’ level of engagement in tourist attractions. It also establishes a relationship between the drivers of engagement and level of engagement using Partial Least Square, whereby both formative and reflective scales are included. The structural model is tested with a sample of 625 visitors at Kelvingrove Museum in Glasgow, UK. The empirical validation of the conceptual model supports the research hypotheses. Whilst prior knowledge, recreational motivation and omnivore-univore cultural capital positively affect visitors’ level of engagement, there is no significant relationship between reflective motivation and level of engagement. These findings contribute to a better understanding of visitor engagement in tourist attractions. A series of managerial implications are also proposed.
Creators(s): |
Taheri, Babak, Jafari, Aliakbar ![]() | Item type: | Article |
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ID code: | 46406 |
Keywords: | scale development, heritage, visitor engagement, Recreation Leisure, Management. Industrial Management, Development, Strategy and Management, Tourism, Leisure and Hospitality Management |
Subjects: | Geography. Anthropology. Recreation > Recreation Leisure Social Sciences > Industries. Land use. Labor > Management. Industrial Management |
Department: | Strathclyde Business School > Marketing |
Depositing user: | Pure Administrator |
Date deposited: | 07 Jan 2014 10:10 |
Last modified: | 05 Mar 2021 04:35 |
Related URLs: | |
URI: | https://strathprints.strath.ac.uk/id/eprint/46406 |
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