The focus of the present research is on eWOM of museum experiences. Our study empirically examined which attributes of a museum experience trigger customers’ creation of positive and negative eWOM. After having analyzed the reviews of the top 10 TripAdvisor most reviewed museums, we have assigned the experience attributes to an adaptation of the categories of the Kano Model (One-Dimensional, Delighters, Must-Be’s and Indifferent). Results indicate what are the services of a museum that impact positive and negative reviews.
Art experiences and eWOM: Exploring the content of museum reviews
Zanibellato, Francesco;ROSIN, Umberto;CASARIN, Francesco
2016-01-01
Abstract
The focus of the present research is on eWOM of museum experiences. Our study empirically examined which attributes of a museum experience trigger customers’ creation of positive and negative eWOM. After having analyzed the reviews of the top 10 TripAdvisor most reviewed museums, we have assigned the experience attributes to an adaptation of the categories of the Kano Model (One-Dimensional, Delighters, Must-Be’s and Indifferent). Results indicate what are the services of a museum that impact positive and negative reviews.
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