Abstract
Museums showcase the cultures and histories of different regions and serve as new tourist attractions in numerous cities. Scholars and practitioners are keen on understanding the factors that influence the museum visit intention of visitors. The current study examined generativity, which refers to one's care and concern for the next generation, and its impact on the museum experience expectation, motivation and visit intention of tourists. A questionnaire survey involving 306 museum visitors in Macau was conducted. Results of structural equation modelling suggested that generativity directly affected experience expectation and visit intention. Moreover, experience expectation had a direct effect on visit intention. Additionally, this study found that experience expectation and motivation were mediating variables between generativity and visit intention. Furthermore, implications and suggestions were provided for tourism providers and museum managers.
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