This study selected the Zhou Enlai Memorial Hall, a national Museum of China, as the research context to explore relationships among memorable tourism experience (MTE), nostalgia, celebrity attachment, cultural identity and word-of-mouth (WOM) in museum tourism.
Structural equation modeling was used to analyze a total of 345 survey-based data to test relationships between MTE, nostalgia, celebrity attachment, cultural identity and word-of-mouth (WOM) in museum tourism.
This study found significant positive relationships among the research variables. MTE positively affects nostalgia and celebrity attachment. Celebrity attachment positively influences consumers’ cultural identity and WOM.
This research helps museum scholars and managers understand the tourist experience in Chinese museum tourism.
