The role of satisfaction in cultural activities’ word-of-mouth. A case study in the Picasso Museum of Málaga (Spain)
Word-of-mouth has become a relevant area of tourism research over recent decades. However, the effect of tourists’ emotions on these recommendations is an underdeveloped area, particularly in cultural tourism, which, in terms of tourist numbers, is the second most important sector in countries w...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2016-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/846/pdf_14 |
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| Summary: | Word-of-mouth has become a relevant area of tourism research over
recent decades. However, the effect of tourists’ emotions on these
recommendations is an underdeveloped area, particularly in cultural
tourism, which, in terms of tourist numbers, is the second most
important sector in countries with significant tourism industries, such
as Spain. Taking stock of recent advances in cultural tourism, this
paper explores specific factors that can affect visitor’s
recommendations of a museum, in this case the Picasso Museum in
Málaga (Spain). In a novel approach, an experiment (involving a guided
tour of some of Picasso’s shortlisted works and painting a self-portrait)
was conducted with 127 first-time Picasso Museum visitors (52.8%
Spaniards and 47.2 % international visitors). The results show that
strengthening the activation of emotions in tourists and non-tourists
during cultural activities has a positive effect on their satisfaction,
thereby positively influencing their word-of-mouth about the museum. |
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| ISSN: | 2182-8466 |