The effect of museum visitor experience on intention to revisit and recommend: The case of Afyonkarahisar Museum

Today, museums go beyond simply being spaces for displaying cultural heritage and stand out with their multifaceted functions, including pleasure and relaxation, loyalty, visual appreciation, information acquisition, reputation, and social interaction. These multifaceted experiences significantly influence visitors' satisfaction levels and future behaviors toward the museum. In this context, examining the impact of the factors that shape the visitor experience on revisit and recommendation intentions provides important information for museum management to make strategic decisions. This study aims to determine the impact of Afyonkarahisar Museum visitors' experiences on revisit and recommendation intentions. The research was designed using quantitative methods and used a survey technique as the data collection tool. A face-to-face survey was conducted with 400 visitors to the Afyonkarahisar Museum, and the resulting data was analyzed using SPSS statistical analysis software. The scales in the study were subjected to validity and reliability analyses. Independent samples t-tests and ANOVA analyses were applied to the obtained data to determine significant differences in demographic characteristics. Correlation and simple linear regression analyses were then used. As a result of the analysis, it was determined that the dimensions that make up the museum experience have a significant and positive effect on visitors' intentions to revisit and recommend. Keywords: Museum experience, visitor satisfaction, revisit intention, recommendation intention, Afyonkarahisar Museum