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Multimedia-guides and word-of-mouth in nostalgic visitor attractions: the case for a German Wax Museum
HSBA Hamburg School of Business Administration gGmbH, Hamburg, Germany; University of Southern Denmark, Esbjerg, Denmark.ORCID iD: 0000-0002-4202-2342
HSBA Hamburg School of Business Administration gGmbH, Hamburg, Germany.
University of Southern Denmark, Esbjerg, Denmark.ORCID iD: 0000-0002-0897-7516
University of Southern Denmark, Esbjerg, Denmark.ORCID iD: 0000-0001-9648-5740
2021 (English)In: Leisure Studies, ISSN 0261-4367, E-ISSN 1466-4496, Vol. 40, no 5, p. 682-697Article in journal (Refereed) Published
Abstract [en]

Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. However, current literature lacks empirical evidence on whether in nostalgia evoking visitor attractions, multimedia-guide usage increases satisfaction and positive word-of-mouth or not. Moderating effect of multimedia-guide usage on the nostalgia and willingness to share positive word-of-mouth association was analysed using a field-experiment in a German Wax museum (N = 241). A moderated moderation included perceived visitor attraction content age as a three-way-interaction. Results show that the positive impact of perceived nostalgia on willingness to share positive word-of-mouth is weaker for multimedia-guide users. The older visitors perceive visitor attraction’s content, the weaker is the negative moderating effect of multimedia-guide usage on the nostalgia to positive word-of-mouth association. Our results indicate that nostalgic visitor attractions might need to rethink multimedia-guide usage.

Place, publisher, year, edition, pages
Routledge, 2021. Vol. 40, no 5, p. 682-697
Keywords [en]
multimedia-guide, word-of-mouth, visitor attraction, nostalgia
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-105210DOI: 10.1080/02614367.2021.1909109ISI: 000636870300001Scopus ID: 2-s2.0-85103662023OAI: oai:DiVA.org:oru-105210DiVA, id: diva2:1746708
Available from: 2023-03-29 Created: 2023-03-29 Last updated: 2023-03-29Bibliographically approved

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Rezvani, Zeinab

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