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

Öz

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.

Anahtar Kelimeler

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

Fiziksel Çevrenin Müze Ziyaretçileri Üzerine Etkisi: Burdur Müzesi Örneği

Öz

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.

Anahtar Kelimeler

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

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