Assessing the Impact of Perceived Service Quality on Subsequent Behavior in Site Museums: A PLS ‐ SEM Approach

This study developed a comprehensive model of service quality (Protection and Exhibition, Environment and Configuration, Humanistic Care, Management and Personnel), satisfaction, and behavioral intention of site museums, based on big data analysis and empirical analysis. A total of 294 visitor responses from three site museums in Guangzhou were collected. PLS‐SEM analysis found that Protection and Exhibition was the most important factor influencing satisfaction, followed by Humanistic Care, Management and Personnel, and satisfaction significantly influenced behavioral intention. Interestingly, Environment and Configuration was found to have no significant effect on satisfaction. The results of the study can be used as a theoretical basis to help practical resource allocation and promote the sustainable development of site museums.