Figure 1
The figure contains thirteen primary text boxes arranged in two columns in a large textbox positioned on the left, labeled “Touchpoint positivity.” From top to bottom, the left column contains “Audio guides,” “Bookshop,” “Brochures and flyers,” “Interactive on-site devices,” “Mobile app,” “Museum map, totems and museum signage.” The right column contains “Newspapers and magazines,” “Online infomediaries,” “Outdoor ads and paid advertising,” “Road signs and museum banner,” “Social Media,” “Staff,” and “Website.” Two diagonal rightward arrows emerge from the box “Touchpoint positivity” and connect to two vertically arranged ovals on the right. The top oval is labeled “Intention to re-visit the museum,” and the bottom oval is labeled “Intention to recommend the museum.”The research framework of the study. Source: Authors’ own work