Assessing the asymmetric impact of interpretation environment service quality on museum visitor experience and post-visit behavioral intentions: a case study of the National Palace Museum

This paper examines the asymmetric positive–negative relationship between interpretation environment service quality, museum visitor experience, and post-visit behavioral intentions. The researchers collected 406 valid questionnaires from visitors to the main exhibit building in the National Palace Museum. Results suggest that the asymmetric effect differs depending on the attribute being examined. When visitors reported their perceptions of personal and sociocultural interpretation environment services, negative perceptions had a larger impact on museum visitor experience than positive perceptions. Moreover, results suggest that museum visitor experience functions as a mediator between perceptions of interpretation environment service quality and post-visit behavioral intentions.