A Study On The Influence Of Museum Tourism Motivation For ’Generation Z’ Tourists On Museum Experience Value

Under the background of cultural tourism integration,museum cultural tourism ushers in a new upsurge.As the main force of the consumer market,the ’ Generation Z ’group has a strong demand for culture.Museums should innovate the development model and continue to attract a new generation of young consumer groups to participate in museum tourism.As a key factor affecting tourism behavior,tourism motivation is also crucial to experience value.Therefore,it is of great significance both in theory and practice to explore the influence of museum tourism motivation of ’ Generation Z ’tourists on the museum experience value.Based on the theory of cognitive evaluation and the theory of value co-creation,this study uses the in-depth interview method to obtain the text data of ’ Generation Z ’tourists ’ museum tourism under the framework of means-end chain theory.Combined with the interpretative structural model,the value hierarchy diagram of ’ Generation Z ’tourists including 26 specific museum tourism motivations at three levels is drawn,including 3 attribute levels,18 result levels and 5 value levels,and 18 tourism motivation chains are formed.At the same time,the questionnaire is designed based on the value layer tourism motivation and its formation chain,and the data are collected by questionnaire survey.Using IBM SPSS Statistics 26 and IBM SPSS Amos 26 Graphics software to conduct an empirical analysis of 505 questionnaires collected,the relationship between the museum tourism motivation of ’ Generation Z ’ tourists and the museum experience value was studied.The results show that the museum tourism motivation of ’ Generation Z ’ tourists has a positive impact on the museum experience value.Specifically:(1)motivation to improve the level of cognition,physical and mental pleasure motivation,pride motivation,satisfaction motivation,and motivation to enhance interpersonal feelings have a significant positive impact on cognitive and educational experience value.Among them,motivation to improve the level of cognition has a greater impact on it,and motivation to enhance interpersonal feelings has a smaller impact on it.(2)At the same time,these five tourism motivations also have a significant positive impact on situational and spiritual experience value.Among them,satisfaction motivation and pride motivation have a greater impact on it,while motivation to improve the level of cognition and motivation to enhance interpersonal feelings have less impact on it.(3)In addition to motivation to enhance interpersonal feelings and physical and mental pleasure motivation have a significant positive impact on participatory and differential experience value,the other three tourism motivations have no significant positive impact.At the same time,this paper puts forward the possible future research after analyzing the shortcomings of the research.According to the results of empirical analysis,practical suggestions for improving the museum experience value of ’Generation Z ’ are proposed from five aspects,namely,providing more attractive cultural exhibition activities,increasing multi-faceted cooperation with schools,improving the level of museum cultural creation,strengthening museum publicity and marketing,and improving the museum management system.