The Mediating Role of Public Identity in the Relationship Between Social Media Service Quality and Visitor’s Satisfaction in Palace Museum, China

Abstract

Purpose: This study presented the incorporation of social media platforms within cultural institutions has brought about a paradigm shift in the manner in which museum visitors interact with their surroundings, thereby facilitating enhanced accessibility to exhibits and cultivating immersive and participatory encounters. The present study aims to explore the implications of social media usage habits and social media usage behaviour on visitor satisfaction within the renowned Palace Museum in China with the present of mediating factor of public identity.   Theoretical framework: This study aims to contribute to the existing body of knowledge by conducting a comprehensive analysis of visitor perceptions and interactions with the social media offerings of the Palace Museum. By examining the influence of social media usage habits and social media usage behaviour on visitor satisfaction, this research seeks to provide valuable insights that can be utilised to enhance the digital museum experience.   Design/methodology/approach: The main research methods adopted in this paper is questionnaire survey. The questionnaire items designed in this study. The questionnaire is mainly designed from the perspective of tourist experience. This paper uses PLS-SEM statistical software to test the reliability analysis of each measurement variable of the questionnaire and carries out cumulative analysis of variance for these measurement variables. PLS-SEM is used to analyse the factors, and the relevant factors and fitting indexes are obtained.   Findings: The attribution of the substantial influence of tourist satisfaction to both the habits of tourist social media usage and their behaviour in utilising social media can be ascribed to a confluence of psychological, social, and informational factors. This discourse explores the rationales behind the pivotal role played by these dual facets of social media involvement in shaping the overall contentment of tourists.   Research, Practical & Social implications: The present framework offers valuable insights into the intricate dynamics that exist between one's virtual presence and their tangible experiences, particularly in the realm of contemporary travel. Through the strategic utilisation of these mechanisms, social media exerts a profound impact on the formation of tourists' expectations, the unfolding of their experiences, and the subsequent reflections thereof, thereby exerting a discernible influence on their overall satisfaction with their travel endeavours.   Originality/value: The study provides valuable insight on the global trend of museums embracing digitalization, the present study provides valuable insights into the optimisation of social media strategies. By focusing on the Palace Museum and its broader implications, this research aims to enhance visitor encounters by fostering greater fulfilment and engagement.