ZHENG, JingJing et al. Factors influencing conative loyalty in anthropology museum tourism. []. , 17, 2, pp.29-40.   30--2021. ISSN 2182-8458.  https://doi.org/10.18089/tms.2021.170203.

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Although service quality and customer satisfaction have been frequently discussed by scholars in tourism research, their connections with emotional factors have rarely been investigated in a museum context. The Anthropology Museum of Guangxi focuses on unique ethnic minorities, which is used as the case study in this paper. This study examines the relationships among the factors that influence visitors’ emotional attachment, satisfaction, conative loyalty, and perceived quality. Structural equation modeling (PLS-SEM) was used to model the relations among these four constructs, a 184-visitor sample is assessed, and the conceptual model supports all the proposed hypotheses. The results show positive influences among emotional attachment, visitor satisfaction, and perceived quality, which may indeed affect visitors’ conative loyalty to a specific museum. The practical applications are suggested based on findings that the conative loyalty of museum visitors is relatively influenced by their emotional connection and that emotional arousal can promote the acceptance of museum tourism.

Embora a qualidade do serviço e a satisfação do cliente tenham sido frequentemente discutidas na investigação turística, as suas conexões com fatores emocionais raramente têm sido investigadas num contexto de museu. O Museu de Antropologia de Guangxi foca-se em minorias étnicas únicas, e é usado como estudo de caso neste artigo. Este estudo examina as relações entre os fatores que influenciam o apego emocional, a satisfação, a lealdade conativa e a qualidade percebida dos visitantes. A modelagem de equações estruturais (PLS-SEM) foi utilizada para modelar as relações entre esses quatro construtos, tendo sido avaliada uma amostra de 184 visitantes do museu. O modelo conceitual suporta todas as hipóteses propostas. Os resultados mostram influências positivas entre o apego emocional, a satisfação dos visitantes e a qualidade percebida, o que pode de fato afetar a lealdade conativa dos visitantes a um museu específico.

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