Abstract
Language | English |
---|---|
Pages | 321–329 |
Number of pages | 9 |
Journal | Tourism Management |
Volume | 42 |
DOIs | |
Publication status | Published - Jun 2014 |
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Keywords
- scale development
- heritage
- visitor engagement
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Keeping your audience : presenting a visitor engagement scale. / Taheri, Babak ; Jafari, Aliakbar; O'Gorman, Kevin D. .
In: Tourism Management, Vol. 42, 06.2014, p. 321–329.Research output: Contribution to journal › Article
TY - JOUR
T1 - Keeping your audience
T2 - Tourism Management
AU - Taheri, Babak
AU - Jafari, Aliakbar
AU - O'Gorman, Kevin D.
PY - 2014/6
Y1 - 2014/6
N2 - 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.
AB - 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.
KW - scale development
KW - heritage
KW - visitor engagement
UR - http://www.sciencedirect.com/science/journal/02615177
U2 - 10.1016/j.tourman.2013.12.011
DO - 10.1016/j.tourman.2013.12.011
M3 - Article
VL - 42
SP - 321
EP - 329
JO - Tourism Management
JF - Tourism Management
SN - 0261-5177
ER -