An examination of the museum experience based on Pine and Gilmore’s experience economy realms

Abstract

This study determined whether Pine and Gilmore’s four experience economy realms (education, entertainment, escapism and esthetics) were represented by visitors’ experiences of three South African heritage museums, evaluated whether their experience expectations associated with the experience realms had been met, and examined the relationship between the latter, satisfaction and behavioral intentions. In addition, the relationship between personal and trip-related factors and the experience realms was investigated. Exploratory and confirmatory factor analyses identified three experience realms-edutainment, escapism and esthetics. While visitors had positive on-site experiences within all three experience realms, edutainment made the strongest contribution to the prediction of overall satisfaction and behavioral intentions. Age had a significant effect on respondents’ judgment about all three realms. Place of residence (local, national or international) had a significant effect on edutainment and esthetics.