Integrating Museum Experience and Experiential Marketing for Enhanced Visitor Well‐Being: A Positive Tourism Perspective

Museums, with their diverse thematic offerings, serve as vital experiential spaces that attract a broad spectrum of visitors. These institutions play a crucial role in promoting subjective well‐being. However, to fully unlock their potential in this regard, a more nuanced understanding of the relationship between visitor experience and well‐being is required. Grounded in the principles of positive tourism research, this study introduces the Museum Experience and Visitor Well‐Being Model, developed through an integrative literature review spanning museum studies, well‐being, marketing, tourism, and leisure. The model conceptualizes the progression of visitor well‐being across pre‐visit, on‐site, and post‐visit phases, emphasizing the dynamic interplay between visitor experience and well‐being. Findings reveal how museums can enhance subjective well‐being through experiential marketing strategies. This research contributes to the theoretical advancement of museum visitor experience, leisure well‐being, and positive tourism, while also offering practical guidance for museum professionals and identifying avenues for future scholarly inquiry.