Academic Journal
Cultural Museums in the Virtual Realm: How Virtual Museum Visiting Experiences Facilitate On-Site Travel Intention.
| Τίτλος: | Cultural Museums in the Virtual Realm: How Virtual Museum Visiting Experiences Facilitate On-Site Travel Intention. |
|---|---|
| Συγγραφείς: | Zhao, Yueling1 (AUTHOR), He, Biao2 (AUTHOR), Xie, Dengming2 (AUTHOR) dengmingxie@outlook.com |
| Πηγή: | Journal of Nonprofit & Public Sector Marketing. Sep2026, p1-30. 30p. 1 Illustration. |
| Θεματικοί όροι: | Virtual museums, Cultural identity, Travel planning, User experience, Museums, Museum management, Digital technology |
| Περίληψη: | While virtual museums are recognized as effective marketing tools, existing research has largely overlooked the specific challenges faced by cultural museums. Based on cultural identity theory and cognitive-emotional-behavioral theory, this study investigates how virtual museum visiting experiences facilitate visitors’ on-site travel intention within a cultural museum context, through the mediation of cultural identity and virtual attachment. Furthermore, it analyzes three antecedent variables – content, system, and interaction quality – to extract six experience dimensions (entertainment, education, aesthetics, novelty, autonomy, and human-computer interaction), offering a more systematic classification of virtual engagement.virtual museum engagement. Using PLS-SEM with 416 valid responses, findings reveal: (1) virtual experiences can be assessed across six dimensions to predict on-site travel intention; (2) all six dimensions significantly promote on-site travel intention; (3) cultural identity and virtual attachment serve as mediators, with a serial mediation effect. This study constructs a tailored psychological framework for cultural museums, emphasizing cultural attributes and providing new insights into virtual museums as promotion instruments. These insights can assist cultural museum practitioners in optimizing virtual engagement strategies and strengthening the continuity between digital experiences and physical cultural heritage exploration. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Nonprofit & Public Sector Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
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| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: Cultural Museums in the Virtual Realm: How Virtual Museum Visiting Experiences Facilitate On-Site Travel Intention. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Zhao%2C+Yueling%22">Zhao, Yueling</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22He%2C+Biao%22">He, Biao</searchLink><relatesTo>2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Xie%2C+Dengming%22">Xie, Dengming</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> dengmingxie@outlook.com</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Nonprofit+%26+Public+Sector+Marketing%22">Journal of Nonprofit & Public Sector Marketing</searchLink>. Sep2026, p1-30. 30p. 1 Illustration. – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Virtual+museums%22">Virtual museums</searchLink><br /><searchLink fieldCode="DE" term="%22Cultural+identity%22">Cultural identity</searchLink><br /><searchLink fieldCode="DE" term="%22Travel+planning%22">Travel planning</searchLink><br /><searchLink fieldCode="DE" term="%22User+experience%22">User experience</searchLink><br /><searchLink fieldCode="DE" term="%22Museums%22">Museums</searchLink><br /><searchLink fieldCode="DE" term="%22Museum+management%22">Museum management</searchLink><br /><searchLink fieldCode="DE" term="%22Digital+technology%22">Digital technology</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: While virtual museums are recognized as effective marketing tools, existing research has largely overlooked the specific challenges faced by cultural museums. Based on cultural identity theory and cognitive-emotional-behavioral theory, this study investigates how virtual museum visiting experiences facilitate visitors’ on-site travel intention within a cultural museum context, through the mediation of cultural identity and virtual attachment. Furthermore, it analyzes three antecedent variables – content, system, and interaction quality – to extract six experience dimensions (entertainment, education, aesthetics, novelty, autonomy, and human-computer interaction), offering a more systematic classification of virtual engagement.virtual museum engagement. Using PLS-SEM with 416 valid responses, findings reveal: (1) virtual experiences can be assessed across six dimensions to predict on-site travel intention; (2) all six dimensions significantly promote on-site travel intention; (3) cultural identity and virtual attachment serve as mediators, with a serial mediation effect. This study constructs a tailored psychological framework for cultural museums, emphasizing cultural attributes and providing new insights into virtual museums as promotion instruments. These insights can assist cultural museum practitioners in optimizing virtual engagement strategies and strengthening the continuity between digital experiences and physical cultural heritage exploration. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Nonprofit & Public Sector Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/10495142.2026.2725740 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 30 StartPage: 1 Subjects: – SubjectFull: Virtual museums Type: general – SubjectFull: Cultural identity Type: general – SubjectFull: Travel planning Type: general – SubjectFull: User experience Type: general – SubjectFull: Museums Type: general – SubjectFull: Museum management Type: general – SubjectFull: Digital technology Type: general Titles: – TitleFull: Cultural Museums in the Virtual Realm: How Virtual Museum Visiting Experiences Facilitate On-Site Travel Intention. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Zhao, Yueling – PersonEntity: Name: NameFull: He, Biao – PersonEntity: Name: NameFull: Xie, Dengming IsPartOfRelationships: – BibEntity: Dates: – D: 03 M: 09 Text: Sep2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 10495142 Titles: – TitleFull: Journal of Nonprofit & Public Sector Marketing Type: main |
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