Search Results (272)

Museums play a significant role in a destination’s cultural and tourist offer, influencing the overall tourist experience. Based on survey conducted among visitors to the Museum of Apoxyomenos of the town of Mali Lošinj and the Cres Museum of the City of Cres, located on the islands of Cres and Lošinj in Croatia, the views of visitors on the museum experience, its role in shaping the overall tourist experience and its connection with the level of consumption, satisfaction with the destination and intention of re-visiting were analysed. The findings of this research suggest that satisfaction with the museum experience can significantly contribute to a positive perception of the destination, encouraging recommendations and increasing the intention to revisit. The results confirm that satisfaction with museum experience strongly contributes to the positive assessment of the destination, encourages recommendations, and increases the intention to return. Although only a weak positive correlation has been established between total visitor consumption and consumption within museums, museums are recognised as important revenue generators and economic factors in the destination. Socio-demographic factors had no significant impact on satisfaction, indicating the universality of the museum’s offer. The findings of this research point to the importance of museum content, promotion, and integration of museums into tourism strategies as potential key elements in the development of tourist destinations. Based on the results obtained, the importance of museum contents, promotion, and integration of museums in tourist strategies is confirmed as key elements of the development of destinations. This research contributes to understanding museums as active participants in the cultural and economic development of tourist destinations. Full article

Tourism planning in port cities faces the dual challenge of maximizing economic benefits while mitigating environmental and social pressures. This study examines the case of Piraeus, Greece, by integrating insights from both visitors and residents to explore how stakeholder perceptions can inform sustainable and resilient destination planning. Drawing on primary data collected through large-scale surveys of visitors and local residents, the analysis applies a multidimensional framework to assess economic, environmental, and social impacts of tourism. Findings reveal strong visitor spending and cultural engagement alongside concerns about infrastructure, pollution, and service quality. Residents acknowledge job creation and business activity but emphasize rising living costs, overcrowding, and limited inclusion in tourism governance. By bridging these perspectives, this study highlights the importance of multiple-stakeholder analysis for integrated tourism planning and proposes governance strategies to enhance sustainability and resilience in port destinations such as Piraeus. Full article

Cultural heritage sites play a crucial role in safeguarding identity, fostering cultural exchange, and generating sustainable tourism. Within this context, the Palace Museum in Beijing, which attracts 19 million annual visitors, offers a compelling case for examining the dynamics that shape revisit intention. This study explores the relationships among perceived authenticity, place attachment, destination satisfaction, visitor engagement, and revisit intention within the context of heritage tourism. Using Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from local visitors to the Palace Museum to analyze both the direct and mediating effects of these constructs. Findings indicate that perceived authenticity significantly enhances both destination satisfaction and visitor engagement, while place attachment makes a strong contribution to visitor engagement. Moreover, visitor engagement emerged as a more influential mediator than destination satisfaction in linking perceived authenticity to revisit intention, showing the importance of immersive and meaningful participation in shaping tourists’ behavioral intentions. These results suggest that while satisfaction remains a relevant concept, strategies that emphasize authenticity-driven experiences and fostering of deeper emotional and participatory bonds are more effective in sustaining revisits. This study advances the understanding of heritage tourism and provides practical insights for managing iconic heritage sites such as the Palace Museum. Full article

Cultural heritage tourism is a vital part of Malaysia’s tourism sector, attracting visitors to iconic UNESCO sites like George Town and Melaka. However, these heritage sites face growing challenges from overcrowding and environmental degradation, which accelerate the deterioration of historic architecture and cultural artifacts. Preservation efforts often require site closures, which negatively impact tourist experiences and satisfaction. Thus, augmented reality (AR) offers a solution by supporting heritage management and preservation, allowing visitors to engage with virtual representations via mobile AR apps, thereby enhancing visitor engagement and travel experience. Despite global adoption, mobile AR apps often suffer from low user retention, with many users abandoning them shortly after downloading them. Understanding what drives continued usage is crucial for successful AR implementation. This study integrates the expectation confirmation model (ECM) and the unified theory of acceptance and use of technology 2 (UTAUT2) to examine the determinants affecting user’s experiential satisfaction and continued usage intention of mobile AR apps. An online survey of 450 domestic tourists in George Town and Melaka was conducted. Data analysis using structural equation modeling with SmartPLS 4.0 revealed that the integrated model offers a stronger predictive power and significantly outperforms ECM and UTAUT2 individually. The findings contribute valuable insights for researchers, app developers, tourism stakeholders, and policymakers. Full article

As sustainable tourism practices gain traction globally, immersive technologies such as augmented reality (AR) and virtual reality (VR) have emerged as effective tools to enrich visitor experiences while supporting heritage site preservation. Particularly within built cultural environments, these technologies facilitate non-invasive interpretation of architectural spaces, enabling sustainable interaction with fragile historical structures. Despite growing scholarly attention, existing research has primarily focused on the pre-adoption phase or the technical affordances of AR/VR, with limited understanding of user behavior in the post-adoption phase. To address this gap, this study integrates the Expectation Confirmation Model (ECM) with the experiential attributes of AR/VR-enabled heritage applications, proposing an integrated theoretical model to identify key determinants of tourists’ continuance intention. Based on 434 valid survey responses collected at the Terracotta Warriors Museum, a UNESCO World Heritage Site, and analyzed using structural equation modeling (SEM), the results reveal that perceived usefulness, perceived ease of use, satisfaction, and confirmation directly influence continuance intention, while visual appeal, entertainment, enjoyment, interactivity and confirmation exert indirect effects through mediating mechanisms. The findings contribute theoretically by extending ECM to the heritage tourism domain and empirically by providing robust evidence from a high-profile non-Western site. Practically, this study offers actionable implications for designing immersive experiences that enhance post-visit continuance intention and align with broader sustainability objectives. Full article

Post-occupancy evaluation is a critical mechanism for ensuring the sustained success and continuous improvement of industrial heritage revitalization initiatives. The quality of the visitor experience plays a key role in determining a project’s long-term vitality. This study focuses on assessing user satisfaction with a revitalized industrial heritage site by employing web crawling and data mining techniques to systematically collect and analyze user-generated reviews from major online platforms. Using the 1933 Old Millfun in Shanghai, China, as an example, this research identifies six core evaluation dimensions derived from extensive user commentary: project accessibility, cultural legibility, aesthetic distinctiveness, commercial appeal, facility completeness, and sense of security. These dimensions are integrated into a comprehensive analytical framework, with the Fuzzy Comprehensive Evaluation (FCE) method applied to quantitatively assess the site’s performance across each category. By combining qualitative sentiment data with quantitative evaluation techniques, the data-driven presentation provides nuanced insights into the evolving user experience. The research results contribute to the development of a replicable and scalable paradigm for measuring user experience in industrial heritage revitalization and highlights the potential of digital platforms as valuable tools for heritage site management and continuous optimization. Full article

The growth of tourism in coastal destinations has attracted academic attention due to the link between tourists’ motivations and their likelihood of recommending the destination. This study explores changes in tourist motivations, satisfaction, and recommendation behaviours in a coastal destination during the summers of 2019 (pre-COVID-19) and 2020 (during the pandemic). Employing quantitative analysis with Confirmatory Factor Analysis and Structural Equation Modelling, data from 394 pre-pandemic and 468 pandemic-period visitors were analysed. The findings reveal a shift in the tourist profile during the pandemic, with a predominance of younger visitors from nearby regions. Despite heightened uncertainty, satisfaction and the intention to recommend remained relatively high, albeit lower than pre-pandemic levels. The study underscores the importance of adapting marketing and management strategies to evolving tourist preferences, emphasising safety and sustainability in response to global crises. These results highlight the need for resilient policies to ensure positive visitor experiences and long-term growth in coastal tourism, contributing to the broader understanding of how external disruptions impact destination dynamics and tourist behaviour. Full article

With the ongoing advancement of urban renewal and cultural tourism, public spaces within historic cultural districts face dual challenges of structural complexity and diverse user demands. There is an urgent need to establish a scientific, user-oriented evaluation system to enhance spatial quality and user satisfaction. This study takes the Nanhesha Historic and Cultural Quarter in Yangzhou as a case study, focusing on two primary user groups: tourists and local residents. Employing semi-structured interviews and grounded theory, it distils a demand evaluation framework comprising four dimensions—spatial structure, environmental perception, socio-cultural aspects, and facility systems—with a total of 21 indicators. Subsequently, employing the Delphi method, experts were invited to refine the indicators through two rounds of deliberation. The Kano model was then applied to classify the demand attributes of different groups, identifying five common demands and sixteen differentiated demands. These were categorised into three sensitivity levels. Further integrating the Satisfaction Increment Index (SII), Dissatisfaction Decrement Index (DDI), and sensitivity values, a two-dimensional prioritisation model was constructed. This yielded a unified three-tier priority system alongside independent ranking frameworks for each user group. Findings reveal that visitors prioritise immediate experiential attributes such as spatial accessibility, appropriate scale, and environmental cleanliness, whereas residents favour long-term usage-oriented aspects including cultural expression, convenient facilities, and climate adaptability. This research not only enriches the theoretical framework for studying public space perception in historic cultural districts but also provides actionable evaluation criteria and practical pathways for multi-stakeholder spatial optimisation design. It offers guidance for the high-quality, refined development of public spaces within historic quarters. Full article

This paper explores the role of personalisation and predictive marketing in Croatian tourism and analyses how behavioural strategies can enhance the tourist experience and increase visitor loyalty. In today’s competitive tourism market, personalised marketing strategies have become a key factor in attracting and retaining tourists. Based on the theoretical framework and previous research, hypotheses were formulated on various aspects of behavioural marketing, such as the impact of personalisation on destination choice, the perception of marketing effectiveness by different demographic groups and the correlation between tourists’ satisfaction and their willingness to revisit a destination. The aim of this study was to test six hypotheses relating to the personalisation of marketing messages, demographic factors and their correlation with tourists’ willingness to revisit the destination. Using a quantitative methodology, a survey was conducted among 415 tourists who had visited the Croatian city of Vodice. A total of 257 questionnaires were completed. The data was analysed using descriptive statistics, correlation analysis and regression models to identify the most important factors influencing tourists’ behaviour and preferences. The results show that personalised marketing messages have a positive impact on tourists’ decision to visit the destination. In addition, this study shows that demographic factors such as gender, age and education significantly influence the perception of marketing effectiveness. Tourists who received predictive marketing messages expressed higher satisfaction with their stay and showed a greater willingness to visit the destination again than those who did not receive personalised offers. These results underline the importance of integrating behavioural strategies into marketing activities to build tourist loyalty and improve the overall tourism experience. Based on the research findings, further application of these marketing approaches is recommended to increase competitiveness and attract more loyal tourists. Full article

Tourism gentrification refers to the urban transformation process whereby middle-class neighborhoods evolve into affluent enclaves through leisure and tourism development, significantly impacting urban regeneration and spatial planning. This empirical study adopted Hefei’s Lei Street as an exploratory case to construct a hypothetical model involving tourists’ perception of tourism gentrification, tourist satisfaction, and tourists’ value co-creation behavior. A model was designed to examine the impact of urban tourism gentrification on tourists’ value co-creation behaviors, with its validity subsequently verified through SPSS 20.0 and Amos 23.0 software. The findings revealed that tourists’ perception of tourism gentrification positively affected tourist satisfaction and tourists’ value co-creation behavior and tourist satisfaction positively affected tourist participation behavior. From a practical perspective, this study endeavored to provide urban planners and destination managers with actionable insights to enhance visitor experiences while addressing the challenges posed by gentrification. It further sought to facilitate advancements in urban tourism, urban renewal, and land-use planning, thereby contributing to the sustainable development of Hefei. Methodologically, it also advances the application of structural equation modeling in tourism geography studies and provides replicable protocols for similar urban transformation research. Full article

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to the vitality and resilience of rural communities. This study explores how three quality dimensions of farm-raised foods (atmospherics, service quality, food quality) shape visitors’ behavioral intentions. Furthermore, it examines the mediating role of visitors’ perceptions of farm-raised foods in this relationship. Drawing on data collected from 615 agritourism visitors using a quantitative approach and a structured survey instrument, the results indicate that all three quality dimensions significantly influence behavioral intentions, highlighting the importance of how the farm-raised foods are presented and interpreted. Furthermore, visitors’ perceptions of farm-raised foods significantly mediated the relationship between food quality and behavioral intentions. The findings underscore the need for agritourism operators to create immersive, high-quality food experiences that connect guests to local agriculture and culture. By emphasizing these dimensions, destination managers can enhance visitor satisfaction, build brand loyalty, and promote more sustainable rural tourism development. This research provides practical insights for strengthening agritourism strategies while supporting broader goals of sustainability and community enrichment. Full article

This study examines the relationships among motivation, satisfaction, place attachment, and revisit intention in the context of ecotourism in the Ayabaca Moorlands, a biodiverse Andean ecosystem of high cultural significance in northern Peru. Using a non-experimental quantitative design, data were collected from 350 national and international visitors and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that while motivation does not directly influence place attachment, it significantly affects satisfaction and revisit intention. Results provide empirical evidence that satisfying experiences foster enduring emotional bonds with environmentally sensitive destinations. The study underscores the importance of tourism management strategies that cultivate emotional connections and visitor loyalty while integrating cultural and contextual factors to ensure the long-term sustainability of high-mountain ecotourism. Full article

Heritage tourism has attracted increasing attention. Unique symbols of cultural identity, World Heritage Sites (WHSs) have steadily become one of the key global tourism resources, attracting large numbers of tourists. This study investigated how exhibition interactivity features shape satisfaction and loyalty among tourists in the context of WHSs. Moreover, it examined the enhancement of tourists’ satisfaction through interactive exhibitions, increasing loyalty to cultural heritage tourism destinations. The research methodology involved the application of a structural equation model (SEM) and importance–performance analysis (IPA). In addition, the differential effects of exhibition experiences across various tourist subgroups remain underexplored. In light of this research gap, 227 surveys of visitors to WHSs were utilized. The results showed that active control and synchronicity had positive effects on tourist satisfaction and loyalty, but two-way communication had a negative effect on satisfaction. The results demonstrated that exhibition interactivity influenced loyalty indirectly through satisfaction. Furthermore, this study identified cognitive gaps in different tourist groups in the exhibition interactivity dimension using IPA. By employing a multifaceted methodological approach, this study explored how interactive technology influences tourist experiences at WHSs. Finally, it offers empirical evidence, theoretical contributions, and practical suggestions. Full article

This study designed and empirically evaluated a method to enhance information accessibility for museum and art gallery visitors using a small Large Language Model (sLLM) based on the Retrieval-Augmented Generation (RAG) framework. Over 199,000 exhibition descriptions were collected and refined, and a question-answering dataset consisting of 102,000 pairs reflecting user personas was constructed to develop DocentGemma, a domain-optimized language model. This model was fine-tuned through Low-Rank Adaptation (LoRA) based on Google’s Gemma2-9B and integrated with FAISS and OpenSearch-based document retrieval systems within the LangChain framework. Performance evaluation was conducted using a dedicated Q&A benchmark for the docent domain, comparing the model against five commercial and open-source LLMs (including GPT-3.5 Turbo, LLaMA3.3-70B, and Gemma2-9B). DocentGemma achieved an accuracy of 85.55% and a perplexity of 3.78, demonstrating competitive performance in language generation and response accuracy within the domain-specific context. To enhance retrieval relevance, a Spatio-Contextual Retriever (SC-Retriever) was introduced, which combines semantic similarity and spatial proximity based on the user’s query and location. An ablation study confirmed that integrating both modalities improved retrieval quality, with the SC-Retriever achieving a recall@1 of 53.45% and a Mean Reciprocal Rank (MRR) of 68.12, representing a 17.5 20% gain in search accuracy compared to baseline models such as GTE and SpatialNN. System performance was further validated through field deployment at three major exhibition venues in Seoul (the Seoul History Museum, the Hwan-ki Museum, and the Hanseong Baekje Museum). A user test involving 110 participants indicated high response credibility and an average satisfaction score of 4.24. To ensure accessibility, the system supports various output formats, including multilingual speech and subtitles. This work illustrates a practical application of integrating LLM-based conversational capabilities into traditional docent services and suggests potential for further development toward location-aware interactive systems and AI-driven cultural content services. Full article

In response to the urgent global call for “dual carbon” targets, the sustainable transformation of public museums has become a focal issue in both academic research and engineering practice. This study proposes and empirically validates an integrated management framework that unites digital twin modeling, artificial intelligence, and green energy systems for next-generation green smart museums. A unified, closed-loop platform for data-driven, adaptive management is implemented and statistically validated across distinct deployment scenarios. Empirical evaluation is conducted through the comparative analysis of three representative museum cases in China, each characterized by a distinct integration pathway: (A) advanced digital twin and AI management with moderate green energy adoption; (B) large-scale renewable energy integration with basic AI and digitalization; and (C) the comprehensive integration of all three dimensions. Multi-dimensional data on energy consumption, carbon emissions, equipment reliability, and visitor satisfaction are collected and analyzed using quantitative statistical techniques and performance indicator benchmarking. The results reveal that the holistic “triple synergy” approach in Case C delivers the most balanced and significant gains, achieving up to 36.7% reductions in energy use and 41.5% in carbon emissions, alongside the highest improvements in operational reliability and visitor satisfaction. In contrast, single-focus strategies show domain-specific advantages but also trade-offs—for example, Case B achieved high energy and carbon savings but relatively limited visitor satisfaction gains. These findings highlight that only coordinated, multi-technology integration can optimize performance across both environmental and experiential dimensions. The proposed framework provides both a theoretical foundation and practical roadmap for advancing the digital and green transformation of public cultural buildings, supporting broader carbon neutrality and sustainable development objectives. Full article