ABSTRACT

Museum coolness may contribute to deepening the relationship between visitors and museums. The current research aims to identify the characteristics most associated with the museum coolness index, and empirically analyse atmospheric cues, authentic pride, and passionate desire to revisit as constructs related to the museum coolness nomological network. The current study used Amazon’s Mechanical Turk to recruit 308 UK adult participants who frequently visit museums. Participants completed a structured questionnaire with the scales of the constructs and the socio-demographic variables. The findings suggest that being considered aesthetic, authentic, energetic, high status, and useful are the most relevant characteristics to form the museum coolness index. The museum’s décor, permanent displays, facilities, and colours are the most important cues appreciated by visitors to consider a museum as cool. As outcomes of museum coolness, the current study empirically demonstrates the role of authentic pride and passionate desire to revisit. Managerial implications and future research are also suggested.

摘要

博物馆的凉爽可能有助于加深游客与博物馆之间的关系。当前的研究旨在确定与博物馆酷度指数最相关的特征，并通过实证分析大气线索、真实的自豪感和重访的热情愿望作为与博物馆酷度法则网络相关的结构。目前的研究使用亚马逊的 Mechanical Turk 招募了 308 名经常参观博物馆的英国成人参与者。参与者完成了一份结构化问卷，其中包含结构的尺度和社会人口统计变量。研究结果表明，被认为是审美的、真实的、精力充沛的、地位高的和有用的是构成博物馆酷度指数的最相关特征。博物馆的装饰、永久陈列、设施、颜色是游客认为博物馆很酷的最重要线索。作为博物馆冷静的结果，当前的研究从经验上证明了真实的自豪感和重访的热情愿望的作用。还建议了管理意义和未来的研究。