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 (https://doi.org/10.1016/j.tourman.2013.12.011)
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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.
ORCID iDs
Taheri, Babak, Jafari, Aliakbar ORCID: https://orcid.org/0000-0003-4321-2911 and O'Gorman, Kevin D.;-
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Item type: Article ID code: 46406 Dates: DateEventJune 2014Published24 December 2013AcceptedSubjects: Geography. Anthropology. Recreation > Recreation Leisure
Social Sciences > Industries. Land use. Labor > Management. Industrial ManagementDepartment: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 07 Jan 2014 10:10 Last modified: 08 Oct 2024 00:14 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/46406