FACTORS INFLUENCING THE VISITOR SATISFACTION OF INTANGIBLE CULTURAL HERITAGE MUSEUMS IN CHINA: A CROSS-SECTIONAL QUANTITATIVE STUDY

Abstract

This study investigates the factors influencing visitor satisfaction in Intangible Cultural Heritage (ICH) museums. It focuses on identifying how specific elements such as service management, facilities and environment, business atmosphere, and exhibition content contribute to visitors' perceived value, experience, and overall satisfaction. A quantitative research approach was employed, utilizing a questionnaire survey administered to 329 visitors from three ICH museums in China. The survey collected data on visitors' perceptions of museum attributes and their impact on satisfaction. Statistical analyses were conducted to examine relationships among variables, identifying key factors that enhance or hinder visitor experiences. The findings reveal that service management, facilities and environment, and business atmosphere positively influence visitors' perceived value and visiting experience. Business atmosphere significantly enhances visitor satisfaction directly, highlighting its critical role in shaping museum engagement. While exhibition content positively impacts perceived cognitive value, it shows no significant direct effect on the visiting experience. These results underscore the varying roles of museum attributes in shaping visitor perceptions and experiences, offering key insights into museum management strategies. The study provides actionable recommendations for enhancing visitor satisfaction in ICH museums. By prioritizing service quality, improving facilities, fostering an engaging business atmosphere, and curating cognitively enriching exhibitions, museum management can better support preservation and dissemination efforts. Furthermore, attention to these factors can help create a more immersive and educational environment, fostering deeper connections between visitors and cultural heritage. Strengthening service standards and optimizing museum environments will enhance visitor engagement, ultimately contributing to long-term sustainability. Additionally, this research contributes to the broader understanding of visitor behavior in heritage tourism, offering valuable guidance for future strategies in ICH museum operations. The findings can serve as a foundation for policymakers and museum administrators to develop visitor-centered strategies that ensure both cultural preservation and economic viability. By integrating these insights, ICH museums can improve their role in cultural transmission while meeting the evolving expectations of modern visitors.