The Influence Of Physical Environment On Museum Visitors: The Case Of Burdur Museum

Year 2019, Volume: 8 Issue: 4, 3889 - 3910, 15.10.2019

Serhat Adem Sop , Murat Yeşiltaş , Salih Soslu

https://doi.org/10.33206/mjss.518605

Cited By: 1

Abstract

The purpose of this research is to explain the
effects of physical environment on museum satisfaction and behavioral
intentions (intention to recommend and revisit) of museum visitors. For this
purpose, the research was conducted in Burdur Museum and data collection tool
of the research was applied to 237 visitors of the museum. The theoretical
model of the study was analyzed via partial least squares structural modeling
(PLS-SEM). As a result of data analysis, it was determined that physical
environment of the museum significantly influences visitors’ museum
satisfaction, and museum satisfaction has significant effects on their
intentions to recommend and revisit the museum. However, no direct effects of
physical environment on visitors’ behavioral intentions were observed. On the
other hand, it was concluded that physical environment has an indirect effect
on behavioral intentions through museum satisfaction.

Keywords

Physical Environment, Museum Satisfaction, Behavioral Intentions, PLS-SEM, Burdur Museum

Fiziksel Çevrenin Müze Ziyaretçileri Üzerine Etkisi: Burdur Müzesi Örneği

Abstract

Bu araştırmanın amacı, müzelerin fiziksel çevresinin ziyaretçilerin müze
memnuniyeti ve davranışsal niyetleri (tavsiye etme ve tekrar ziyaret etme) üzerindeki
etkilerini incelemektir. Bu amaç doğrultusunda, mevcut araştırma Burdur Müzesi’nde
yürütülmüş ve araştırmanın veri toplama aracı müzenin 237 ziyaretçisine
uygulanmıştır. Araştırmanın kuramsal modeli kısmi en küçük kareler yapısal
eşitlik modellemesi (PLS-SEM) yoluyla analiz edilmiştir. Veri analizi
sonucunda; müzenin fiziksel çevresinin ziyaretçilerin müze memnuniyetini, müze
memnuniyetinin ise ziyaretçilerin müzeyi tekrar ziyaret etme ve müzeyi
başkalarına tavsiye etme niyetlerini anlamlı şekilde etkilediği belirlenmiştir.
Ancak, ziyaretçilerin müzeyi tekrar ziyaret etme ve müzeyi başkalarına tavsiye
etme niyetleri üzerinde fiziksel çevrenin doğrudan bir etkisi gözlenememiştir. Buna
karşın, fiziksel çevrenin müze memnuniyeti aracılığıyla davranışsal niyetler
üzerinde dolaylı bir etki sergilediği sonucuna ulaşılmıştır.

Keywords

Fiziksel Çevre, Müze Memnuniyeti, Davranışsal Niyet, PLS-SEM, Burdur Müzesi

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