The Co-creation of Museum Experience Value From the Perspective of Visitor Motivation

Marketing and tourism research emphasizes the importance of the co-creation of experience value in creating and maintaining sites of cultural consumption. However, the role of visitor motivation has been relatively overlooked, as have the dynamics of this process in museum space. Addressing these gaps, this study examines the co-creation of museum experience value from the perspective of visitor motivation in seven museums in Chengdu, China. The survey was used to collect 549 valid samples. Using survey questionnaire data and regression and structural equation analysis, this study reveals the significant relationship between visitor motivation, participation, interaction, and experience value in the co-creation of museum experience value. More specifically, participation and interaction play a mediating role in the relationship between visitor motivation and experience value, while visitor knowledge plays a moderating role in the relationship between visitor motivation and experience value. Expanding the literature on experience value co-creation by museum visitors, the results of this study have important implications for museum management.