Generation Z and technologies on museums – Its influence on perceptions about Quality, Arousal and E-WOM Intentions

• Autor(a) principal: Feitosa, Wilian R.
• Data de Publicação: 2021
• Outros Autores: Barbosa, Robson
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/5766
• topic: tecnologias para museus, satisfação, experiência, boca a boca

Museums are educational institutions that nurture and maintain cultural heritage of humanity, playing vital roles in economic development by attracting local and foreign tourists. However, the future of museums as destination can be significantly affected by new technologies. That is particularly relevant, considering Generation Z’s education and expectations. In fact, their satisfaction can result in E-WOM recommendations, increasing visitation. Museums can increase quality perception, excitation, and recommendation intention by increasing IT usage, what can change visitor experience. We test the relationship among E-WOM intentions and arousal based on technology.  Results show a strong correlation between quality perceptions and arousal (0,68) and between arousal and E-WOM intentions (0,87) when a higher level of IT usage was presented. Despite technology levels allowing a higher emotional charge and greater e-WOM recommendation intentions, operational issues are already important. Instead of just increasing spending on technology, it is needed to focus on training and internal organization. Also, technologies can help not only to make content more attractive, but more understandable.