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It is worth a visit! Website quality and visitors’ intentions in the context of corporate museums: a multimethod approach

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Listed:
  • Michela C. Mason
  • Angelo Riviezzo
  • Gioele Zamparo
  • Maria Rosaria Napolitano

Abstract

Over the last years, the use of technology has become a crucial part of a visitor’s experience in a cultural context. This proved to be even more important in the last months when the Covid-19 pandemic crisis spurred museums and other cultural institutions to use digital tools to deliver their services online. In this changing scenario, digital technologies appear as powerful tools also for corporate museums, held and run by private companies as precious vehicles to share organizational past, values and identity with different stakeholders. The present study is aimed at identifying the website elements that affect users’ intentions in the unexplored context of corporate museums. To this aim, an innovative multimethod approach was used. Drawing on sample data from 736 users of four different Italian corporate museums’ websites and combining Fuzzy-set. Qualitative Comparative Analysis (fsQCA) and Partial Least Squares Structural Equation Modelling (PLS-SEM), the current investigation shows that the intention to visit a corporate museum depends on elements that are related to both the digital environment and the social context.

Suggested Citation

  • Michela C. Mason & Angelo Riviezzo & Gioele Zamparo & Maria Rosaria Napolitano, 2022. "It is worth a visit! Website quality and visitors’ intentions in the context of corporate museums: a multimethod approach," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(18), pages 3027-3041, September.
  • Handle: RePEc:taf:rcitxx:v:25:y:2022:i:18:p:3027-3041
    DOI: 10.1080/13683500.2021.1978947
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    1. repec:fan:istois:v:html10.3280/isto2023-047005 is not listed on IDEAS
    2. Onur Selcuk & Beykan Cizel, 2024. "Using qualitative comparative analysis approach in tourism studies: a critical review," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 933-960, February.

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