ABSTRACT

Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. However, current literature lacks empirical evidence on whether in nostalgia evoking visitor attractions, multimedia-guide usage increases satisfaction and positive word-of-mouth or not. Moderating effect of multimedia-guide usage on the nostalgia and willingness to share positive word-of-mouth association was analysed using a field-experiment in a German Wax museum (N = 241). A moderated moderation included perceived visitor attraction content age as a three-way-interaction. Results show that the positive impact of perceived nostalgia on willingness to share positive word-of-mouth is weaker for multimedia-guide users. The older visitors perceive visitor attraction’s content, the weaker is the negative moderating effect of multimedia-guide usage on the nostalgia to positive word-of-mouth association. Our results indicate that nostalgic visitor attractions might need to rethink multimedia-guide usage.

摘要

多媒体指南的投资被讨论为旅游景点的战略决策。以前的研究表明，多媒体指南的使用增加了客户的互动和满意度。然而，目前的文献缺乏关于在怀旧中唤起游客吸引力的经验证据，多媒体指南的使用是否会增加满意度和积极的口碑。使用德国蜡像馆 (N = 241) 的现场实验分析了多媒体指南使用对怀旧和分享积极口碑关联意愿的调节作用。适度的调节包括感知的游客吸引力内容年龄作为三向交互。结果表明，对于多媒体指南用户来说，感知到的怀旧对分享积极口碑的意愿的积极影响较弱。年龄越大的游客感知旅游景点的内容，多媒体指南使用对怀旧对积极口碑联想的负面调节作用越弱。我们的结果表明怀旧的旅游景点可能需要重新考虑多媒体指南的使用。