초록 열기/닫기 버튼
Despite the rapid growth of the culture tourism industry, visitors' evaluative process of their experiences at art museum, which is a significant aspect of this industry, has rarely been examined. A visitor's survey with a convenience sampling approach was conducted to collect the data total of 299 responses at three major art museums in Seoul. Results from the measurement model run using AMOS20.0 revealed that the measurement items used included a satisfactory level of reliability and validity. Findings from the regression analysis indicated that the proposed associations among study variables are generally supported. In addition, results from the series of multiple regression analyses based on Baron and Kenny's (1986) guidelines showed that affect included a mediating role in the proposed research framework. Further, findings from the hierarchical multiple regression analysis revealed that flow has a significant moderating impact on the path from work of art to affect and the linkage between affect and satisfaction. Overall, findings of this research can be used to invent effective strategies to improve visitors' affective and satisfactory experiences at art museum using its physical surroundings.
키워드열기/닫기 버튼
art museums, physical environment, affect, flow, satisfaction
