Abstract
This study aims to understand the relationships among visitors’ mindfulness, eudaimonic experience, hedonic experience, place attachment, and loyalty with a moderation role of flow within the context of visiting a museum. Data was collected from museum visitors and analyzed via PLS-SEM analysis. Findings indicate that visitors’ mindfulness (attention, awareness, non-judgment, and curiosity) positively and directly affects their eudaimonic and hedonic experiences. Visitors’ eudaimonic experiences have an effect on hedonic experience and place attachment. Hedonic experience and place attachment in turn affect loyalty. Furthermore, flow moderates the impact of mindfulness on eudaimonic and hedonic experiences. Theoretical and practical implications are discussed.
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