Original Scientific Article
WillingnesstoPayMore:TheQuestforSuperstar
Museums
NuriaRecueroVirto
Universidad Complutense de Madrid, Spain
nrecuero@ucm.es
MaríaFranciscaBlascoLópez
Universidad Complutense de Madrid, Spain
fblasco@ucm.es
JuanAntonioMondejar
Universidad Castilla-La Mancha, Spain
juanantonio.mondejar@uclm.es
Museummanagersconstantlyfocustheireffortsongainingeconomicviability.This
hasbecomeakeychallengeastheofferof‘experienceeconomy’attractionsisincreas-
inglyrisingandvisitorsaresearchingforexperiencesthatarecompetitive.Although
ithasbeenstatedthatapicturepaintsathousandwords,themainobjectiveofthis
researchisdeterminingiftherelationshipbetweenmuseumimageandvisitors’sat-
isfaction significantly and positively influences their willingness to pay more. Par-
tialleastanalysiswasusedtoconductthemulti-groupcomparisonbyincludingthe
recentlydevelopedmeasurementinvarianceofcomposites(micom)andnewper-
mutationmethods.Atotalof529validresponsesofmuseumvisitorswereobtained.
Interestingly,thefindingsshowedthattherewerenosignificantdifferencesbetween
thetwomuseumsamples,andthatalltherelationshipsanalysedwerepositiveand
significant.Interestingly,Henseler’s mga identifiedaslightdifferencebetweenthe
twomuseumvisitorsamplesinthelinkagebetweenvisitors’satisfactionandvisitors’
wordofmouth.Thisresearchproposesamulti-groupcomparisonstudyexamining
twodifferentsamplesofvisitorstotwosuperstarMexicanmuseumssothatfindings
provideusefulgeneralizationsthatimplyacademicandmanagerialcontributionsfor
thetourismindustry.
Keywords:multi-group,satisfaction,image,willingnesstopaymore,wordofmouth
https://doi.org/10.26493/2335-4194.14.101-114
Amuseum’sfunctionisnotonlytooperateasaneco-
nomic development engine but also as a destination
icon (Carey et al., 2012; Moreno-Gil& Ritchie, 2009;
Sheng&Lo,2010;Vuetal.,2018).Inthiscontext,mu-
seummanagersareconstantlyfocusingtheireffortson
maintainingand raisingvisitor numbers by fostering
their satisfactionin a graduallymore saturated‘expe-
rience economy’ marketplace (Evrard & Krebs, 2017;
Harrison & Shaw, 2004; Han & Hyun, 2017; McLean,
1994; Ober-Heilig et al., 2014). Meanwhile, govern-
ments are expecting that certain places increase vis-
itor numbers, so these gain economic viability, and
visitorsaredemandingexperiencesthatare‘valuefor
money’(Ferrarietal.,2018;Gázquez-Abadetal.,2014;
Mondéjar-Jimenezetal.,2010;Pop&Borza,2016;Re-
cueroetal.,2017).
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NuriaRecueroVirtoetal. WillingnesstoPayMore
The importance of word of mouth (wom) advo-
cacy has been acknowledged, as it is one of the key
reasonsformuseumvisiting(Hausmann,2012). wom
is consideredone of the most effectivetourism com-
munication channels as those customers that spread
thewordamongtheirfamilyandfriendsarefarmore
credibleandtrustworthythanmarket-orientedstrate-
gies (Confente, 2015; Wang et al., 2017). Likewise,
museum pricing has generated substantial attention
among many scholars as entry profits have always
beenconsideredafundamentalsourceofincome(e.g.
Rentschler et al., 2007; Sharifi-Tehrani et al., 2013;
Steiner,1997;Frey&Steiner,2012).
ThrosbyandWithers(1979),inthecontextofthe
arts,introducedwillingnesstopay(wtp)andcontin-
gentvaluation(cvm)concepts,withsomeparticular-
itiesregardingpeople’swillingnesstopay(Kimetal.,
2010). The intrinsic value of art implies that people
maylack thelevelofinformationrequiredtomakea
decision, and have difficulties in measuring it quan-
titatively(Throsby,2003).Duetothissituation,other
scholarshavesuggestedchoicemodellingtoapproach
museumpricingstrategiesasthismethodologytakes
intoaccounttheattractivenessofthefeatures’charac-
teristics(e.g.Burtonetal.,2009;Choietal.,2010).Al-
thoughscholarshaveanalysed wtp inmuseums(e.g.
Plaza, 2010; Tohmo, 2004), scant literature has been
foundthatanalysestheimpactofsatisfactiononwill-
ingness to pay more (wpm) in the museum context
(Bignéetal.,2008).
Tourismscholarshavedescribedimageasacombi-
nationofperceptions,impressionsandfeelings,which
in essence comprises cognitive – pondering beliefs
– and affective – feelings – components (Chi & Qu,
2008; Min et al., 2013; Moreno-Gil & Ritchie, 2009;
Stylos et al., 2016; Whang et al., 2016; Wu, 2015). In
this regard,no researchhasbeen found thatanalyses
museumimageeffectonsatisfaction.
Thisstudyaimstodeterminethepositiveandsig-
nificantrelationshipbetweenmuseumsatisfactionon
wom and wpm, and between museum image and
satisfaction. The research setting has been the Frida
KahloandAnahuacallimuseums.Asfarasweknow,
this is the first attempt to employ partial least multi-
group analysis to test the aforementioned relation-
ships. The objective is important because museum-
goers’behaviouraloutcomesresearchisscarceandis
inneedofempiricallyverifiedgeneralizations.
TheoreticalFramework
MuseumSatisfactionasaDriverofWOM
andWillingnesstoPayMore
Since the beginning of the decade, museums have
become market-oriented; focusing ever more on the
needs of their visitors as these provide an income
source that enhances the social and economic wel-
fare of local communities (Moreno-Gil & Ritchie,
2009; Stylianou-Lambert, 2011; Yamada & Fu, 2012).
In the tourism paradigm, satisfaction is commonly
employedas a critical ratio forthe assessmentof the
cognitiveandaffectiveelementsoftravelexperiences
(Camarero&Garrido,2011;Han&Hyun,2017;Mason
& Paggiaro, 2012; Wang & Wu, 2011) that visitors al-
waysassociateagainsttheirexpectations(Agyeiwaah
et al., 2016) to generatea subjective referenceframe-
work that helps them create comparative judgments
(Campón-Cerroetal.,2017).
Museum visitors demand participation, learning
options, and enjoyment from the museum experi-
ence(DelChiappaetal.,2013;McIntyre,2009;Trinh
& Ryan,2013; Yamada& Fu,2012). Museumgoers,to
evaluatetheirperceivedoverallperformance,takeinto
accountthefunctionalfeaturesthetouristresourceof-
fers–staffattention,facilitiesandconvenience–and
the affectivecomponents – emotional, epistemic and
socialelements(Bignéetal.,2008;DelChiappaetal.,
2014).Hence,itisreasonablethatsatisfactionhasbeen
considered a key predictor of consumers’ behaviour
(Kuikka & Laukkanen, 2012) and, consequently, an
imperative requisite for long-term museum success
(Bridaetal.,2016;Kimetal.,2012).
Scholarshavesuggestedasreasonsfortheappear-
anceofapositive wom intentionaltruisticmotives–
theaspirationtohelpothers,instrumentalmotivations
–theneedtoshowwisdom,andcognitivedissonance
reductionpurposes–reaffirmingthemselvesandoth-
ers about the service selection (Simpson & Siguaw,
2008).Inthecaseofmuseums,thisadvocacyhasbeen
referredtoasacrucialpromotionaltoolthatmergesas
a post-purchase behaviour (Harrison & Shaw,2004).
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NuriaRecueroVirtoetal. WillingnesstoPayMore
In this respect, since the early 90s it has been noted
that to achieve a positive wom, museum managers
mustinitiallyensurevisitors’satisfaction(e.g.DiMag-
gio, 1985; McLean, 1994; Hume et al., 2007; Brida et
al., 2016). This type of communication has a signifi-
cantroleinthemuseumindustryasvisitorsnormally
share their opinions online and offline (Hausmann,
2012).
Scholarshaveemphasizedthatvisitorsunconscious-
ly generate positive and negative behavioural out-
comes after a tourism service experience (Tian-Cole
etal.,2002;Tsai&Wang,2017),andthatthosevisitors
thatfeelsatisfiedarenormallypredisposedtorecom-
mendtheplaceandpaymore(Cevdet&Erkut,2015).
As discussed above, it has been suggested that mu-
seum satisfaction might be a driver of the museum
wom.Thislinkagehasbeenwidelyprovedtobeposi-
tiveandsignificantindifferentservicesindustries(e.g.
Babinetal.,2005;Ladharietal.,2008)andmorepre-
cisely in tourism (Simpson & Siguaw, 2008; Kim et
al., 2009; Prebensen et al., 2010). In the study con-
text, Harrison and Shaw (2004) found a positive re-
lationship between these two dimensions in a small
metropolitan museum in Australia. Also, Camarero
andGarrido(2011)provedthisrelationshiptobepos-
itive and significant in a research conducted in Patio
HerrerianoContemporarySpanishArtMuseumwith
133 valid answers. However, Trinh and Ryan (2013)
couldnotsupportthathighlysatisfiedvisitorstendto
recommendaspecificmuseumtoothersinaresearch
conductedintheChamMuseumofVietnam.Despite
this controversy, it seems rational to expect that vis-
itors that feel satisfied will have the behavioural out-
comeofspreadingthewordamongtheirfriendsand
relatives.
Although wpm has been recognized as a signif-
icant matter in museums, and in tourism services
in general, limited studies have analysed the drivers
of this behavioural attitude (Ladhari et al., 2008).
Tourismscholarshaveconcludedthatsatisfactionhas
a positive and significant effect on wpm. In this re-
gard,severalresearchershaveprovedthislinkagetobe
positiveandsignificantin thehotelindustry (Barsky
&Nash,2002;Leeetal.,2010;Lin,2016)andinrestau-
rants(Ladharietal.,2008;Heung&Gu,2012).Inad-
dition,ithasbeenfoundthatthisrelationshiphasonly
been studied once in the museum industry. Bigné et
al. (2005) found this linkage insignificant in a theme
park,butBignéetal.(2008)revealedthatsatisfaction
hasapositiveandsignificanteffecton wpm inamu-
seumcontext,whileitwasagainfoundtobenegative
in the theme park setting. It seems likely that if mu-
seumgoersaresatisfiedtheywilllikelybepredisposed
to pay more. Based on the previous discussion, the
followinghypothesesweredeveloped.
h1 Museum satisfaction has a positive and signifi-
cant effect on (a) museum wom and (b) wpm.
MuseumImageImpactonSatisfaction
Museum image has been considered as a perceptual
phenomenondifficulttodefineasitisdeterminedby
subjectivity,andbothaspects,cognitiveandaffective,
provide a global image of the tourism service (Beerli
&Martín-Santana,2004;Martínez&Pina,2009;Wu,
2016). However, in tourism literature, there is an ab-
sence of a universal definition or an accepted scale
to define image, due to lack of homogeneity of the
attributes that define this concept (Beerli & Martín-
Santana,2004).Additionally,ithasbeenassertedthat
image has been affectedwith the proliferationof on-
lineinformation(Molinilloetal.,2018),whichhasde-
noted the relevance of adequate management of this
dimension.Inaddition,ithasbeenstatedthatheritage
hasbeenusedinculturaltourismtopromotepositive
imagesofaplaceorsite(Secondietal.,2011).
Museumimagehasalsobeenconsideredasacom-
ponent of brand personality (Liu et al., 2013). Scant
literature has extensively analysed the dynamics of
museumimage.Inreferencetoresidents’perceptions,
severalresearchersconcludedthatresidentsnormally
generatepositiveimagesconcerningthelocalmuseum
(Rosenbergetal.,1960;Vaughan,2001).Alsoanalysed
have been visitors’ impressions showing that foreign
visitors were influenced by the destination images of
HawaiiandexpectedalearningexperienceofNative
Hawaiian culture from the museum visit (Harrison,
1997).Inaddition,Moreno-GilandRitchie(2009)ex-
amined the image formation process from both per-
spectives. They pointed out that overall image has a
positiveeffectonsatisfactioninbothcases.
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NuriaRecueroVirtoetal. WillingnesstoPayMore
Incidentally, it has been indicated that a positive
preconceived image of a place has a favourable im-
pactontheindividual’sexpectationsoftheupcoming
experience(Chi&Qu,2008;delBosque&SanMar-
tin, 2008). It has been specified that image is a rele-
vantindicatorofsatisfaction(Leungetal.,2011),which
hasbeensupportedbynumeroustourismstudiesthat
haveexamined this effect (Assaker et al., 2011; Chi &
Qu,2008;Loietal.,2017;Prayag,2009;Wang&Hsu,
2010).Ingeneral,pastfindingshaveprovedthatimage
isadirectantecedentofsatisfaction.
h2 Museum image has a positive and significant ef-
fect on museum satisfaction.
Methodology
DataCollectionProcedureandSampleProfile
The study was conducted in the Frida Kahlo and
Anahuacallimuseums.TheFridaKahlomuseumcan
beconsideredasuperstarmuseumduetotheMexican
cultural icon, whereas Anahuacalli is a more modest
and traditional museum. The management of both
museums is assigned to the same team. Since a high
responseratewasdesired,andtheresearchinvolveda
populationthatvisitsthemuseums,thepersonalsur-
veymethodwasselected(Lee,2013;Xu&Fox,2014).
Trainedinterviewersgathereddataoutsidethemuse-
umsfromthosevisitorsthathadalreadyvisitedthem,
eitherinEnglishorSpanishdependingontheoriginof
participants,fromthe18thofMarchtothe16thofJune
2016. Several precautions were taken to reduce com-
monmethodvariance(cmv),followingPodsakoffet
al.’s (2003) recommendations. For instance, to mini-
mize evaluation apprehension, respondents were in-
formed about the purpose of the study and were as-
sured confidentiality and anonymity. In addition, to
avoidfieldresearchers’selectionbias,theinterviewers
were instructed to look for a similar portion of male
andfemaleparticipantsinvariousagegroups(Kimet
al.,2006).
G*Power 3 was used to perform power analysis
(Faul et al., 2007) and both sample sizes guaranteed
powerfortheR
2
deviationfromzerotestastheresults
in both cases were above 95 per cent for the model
proposed in Figure 1 (Cohen, 1988). Therefore, the
Museum
Image
Museum
Satisfaction
Museum
word-of-
mouth
Willingness
topaymore
H2
H1a
H1b
Figure 1 TheoreticalModelandHypotheses
statisticalpowerof325and204forthetwogroupsex-
aminedinthisresearchareacceptablesamplesizes.In
addition, Harman’s single-factor test was conducted
tocheckcmv(Podsakoffetal.,2003)usingprincipal
components without rotation in spps, and the anal-
ysis returned that a single factor explained 36.8 per
centofthevarianceintheFridaMuseumsamplecase
and48.7percentofvarianceinAnahuacalliMuseum
sample,whichimpliesalowlevelofcommonmethod
biasintheresearchdesign.
Conveniencesamplingwasusedasitpermitsreach-
ingasubstantialnumberofrespondentsthatarewill-
ingtoparticipateinthestudy,andsavescostsandtime
incollectingdata(Sinclair-Maragh,2017).Ofthe345
FridaKahlovisitorsand216Anahuacallivisitorsthat
were invited to participate, 325 and 204, respectively,
provided usable questionnaires for the research. The
rate of response of 94 per cent in both cases (325/345
and204/216)pointsoutthatsamplebiaswouldnot
beanissue(Fowler,1984;Yukseletal.,2010).Respon-
dentsweremainlynational,female,agedfrom26to35
and undergraduates or graduates that have only vis-
ited the museums once (Table 1). Table 2 shows the
measurement model and the descriptive analysis. In
brief, the mean valuesindicate that Frida Kahlo Mu-
seum visitors value slightly better all the dimensions
oftheproposedmodelthanAnahuacalliMuseumvis-
itors.Inaddition,willingnesstopaymoreseemstobe
theleastvaluedfactorsinbothsamples.
MeasurementModel
A seven-point Likert scale measured all items. Mu-
seumimagewasadaptedfromWu(2015).Fouritems
from the scale developed by Kuikka and Laukkanen
(2012) were used to operationalize museum satisfac-
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NuriaRecueroVirtoetal. WillingnesstoPayMore
Table 1 SampleProfile
Characteristics Frequency Percentage
() () () ()
Gender Female   . .
Male   . .
Age <   . .
–   . .
–   . .
–   . .
–   . .
–   . .
>   . .
Education Postgraduate   . .
Undergrad./grad.   . .
Secondary   . .
Primary   .
No.of
times
visited
   . .
–   . .
–   . .
>   . .
Origin Asia   . .
Europe   . .
Latinoamerica   . .
National   . .
Oceania   . .
usa   . .
Notes Columnheadingsareasfollows:(1)FridaKahloMu-
seum,(2)AnahuacalliMuseum.
tion. Museum wom was captured using Sirakaya-
Turketal.’s(2015)scale.Willingnesstopaymorewas
measuredusingBignéetal.’s(2008)scale.
DataAnalysis
Smartpls (version 3.2.7; Ringle et al., 2015) was em-
ployedtoaccomplishthePartialLeastSquaresStruc-
turalEquationModelling(pls-sem)andmulti-group
(mga)analyses,asthisnonparametric sem methodis
verysuitablefor mga (Hairetal.,2014;Henseleretal.,
2016;Sarstedtetal.,2011).Also, pls-sem hasamini-
mumrequirementconcerningsamplesizeasthistech-
niqueisbasedin ols regressionsanditislesssevere
whenitoperationalizeswithnon-normaldata(Hairet
al.,2014).
Results
AssessmentoftheMeasurementModel
andInvarianceMeasurementAcrossGroups
Table3presentstheresultsofthemeasurementmodel
reliability and convergent validity test for both sam-
ples. All loading factors were above 0.7, except for
three (mi3,mw2andmw4).mi3was dropped and
mw2andmw4wereretainedasthecronbachalpha
and ave values were not altered, ensuing from Hair
et al.’s (2014) recommendations. The internal consis-
tencyofthestudywasdeterminedthroughconstruct
reliability,wherethecronbach’salphacoefficientswere
higher than 0.60. Composite reliability coefficients
were higher than the recommended value of 0.60,
specifyingthesharedvarianceamongasetofobserved
itemsmeasuredqpazimeasuringeachconstruct(For-
nell & Larcker,1981). The examinationof convergent
validityanddiscriminantvalidityconfirmsthevalidity
of the results(Hair et al., 2011). Consistently,conver-
gent validity was proved, as the average variance ex-
tracted(ave)coefficientforeachconstructwasabove
0.50(Fornell&Larcker,1981).
In addition, discriminant validity was confirmed
by examining the shared variance between pairs of
constructs and verifying it is lower than the corre-
sponding ave (Fornell & Larcker, 1981), which de-
termined the extent to which each construct differs
fromotherlatentvariablesinthemeasurementmodel
(Hair et al., 2016) (Tables 4 and 5). In addition, the
heterotrait-monotrait(htmt) ratio method was im-
plemented (Henseler et al., 2015) and all values were
lowerthan0.90(Teoetal.,2008).
The acceptability of measurements models and
measurement invariance were verified before exam-
ining mga (Hairetal.,2016;Henseleretal.,2016;Ra-
soolimanesh et al., 2016; Rasoolimanesh et al., 2017;
Sarstedt et al., 2011). The measurement invariance of
composites (micom) assesses the measurement in-
variance so as to compare and deduce mga’s group-
specific differences of pls-sem results (Henseler et
al.,2016).Theevaluationof micom entailsthreesteps:
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NuriaRecueroVirtoetal. WillingnesstoPayMore
Table 2 DescriptiveAnalysis
Construct/AssociatedItems FridaKahlo Anahuacalli
() () () ()
Museum image(mi)
. TheFridaKahloMuseum/TheAnahuacalliMuseumhassomethingspecial . . . .
. TheFridaKahloMuseum/TheAnahuacalliMuseumhasauniqueidentity . . . .
. TheFridaKahloMuseum/TheAnahuacalliMuseumisveryfamous.* . . . .
. TheFridaKahloMuseum/TheAnahuacalliMuseumisattractive . . . .
Museumsatisfaction(ms)
. Iampleasedwiththeservicereceivedfromthemuseum’semployees . . . .
. Iamhappywiththepanels,installationsandtheatmospherecreatedforthemuseum
visit
. . . .
. Iamcontentwiththeeducationalexperiencereceivedinthevisittothismuseum . . . .
. Overall,Iamsatisfiedwiththismuseum . . . .
Museum wom (mw)
. IwillmentionTheFridaKahloMuseum/TheAnahuacalliMuseumasatouristattrac-
tionofMexicoCitytoothersquitefrequently
. . . .
.IwilltellmorepeopletovisitTheFridaKahloMuseum/TheAnahuacalliMuseum
beforeothertouristattractionsofMexicoCity
. . . .
. IwillseldommissanopportunitytotellothersaboutTheFridaKahloMuseum/The
AnahuacalliMuseum
. . . .
. WhenItellothersaboutTheFridaKahloMuseum/TheAnahuacalliMuseum,Iwill
alsotalkaboutthecityindetail
. . . .
. IamproudtotellothersthatIvisitedTheFridaKahloMuseum/TheAnahuacalli
Museum
. . . .
Willingnessto pay more (wpm)
. IwillcomebacktoTheFridaKahloMuseum/TheAnahuacalliMuseumevenifthe
entrancefeeincreases
. . . .
. IwouldpaymoretovisitTheFridaKahloMuseum/TheAnahuacalliMuseumthanI
wouldpaytovisitothertouristattractionsofMexicoCity
. . . .
Notes Columnheadingsareasfollows:(1)mean,(2)standarddeviation.*Droppedduringtheestimationofthemeasure-
mentmodel.
(1) the process of the invariance assessment, (2) the
specificationofcompositionalinvarianceassessment,
and (3) the evaluation of equal means and variances
(Rasoolimaneshetal.,2017)(Table6).
StructuralModelandMulti-GroupEvaluation
R
2
wasevaluatedtomeasurethemodel’sexplanatory
power(Hairetal.,2014)andalldependentconstructs
werehigherthan0.10(Falk&Miller,1992),reporting
substantial and moderate coefficients (Cohen, 1988).
Likewise, positive Stone-Geisser’s q2 were obtained
usingblindfolding(Henseleretal.,2009), presenting
moderatevalues(Table7).
Table8presentsthethreefollowingdifferentresults
regarding: (1) the structural model and hypotheses
analyses(5,000bootstrapresamplesand5,000permu-
tations), (2) Henseler’s mga (Henseler et al., 2009),
and(3)thepermutationtest(Chin&Dibbern,2010).
Henseler’s mga compares group bootstrap estimates
fromeachbootstrapsample,wherethep-valuethatis
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NuriaRecueroVirtoetal. WillingnesstoPayMore
Table 3 ReliabilityandConvergentValidityoftheFinalMeasurementModel
Factor Indic. FridaKahloMuseum AnahuacalliMuseum
() () () () () () () () () () () ()
Museumimage mi . , . . . . . , . . . .
mi . , . ,
mi . , . . . . . ,
Museum
satisfaction
ms . , . , . . . .
ms . , . ,
ms . , . ,
ms . , . ,
Museum wom mw . , . . . . . , . . . .
mw . , . ,
mw . , . ,
mw . , . ,
mw . , . ,
Willingness
topaymore
wpm . , . . . . . , . . . .
wpm . , . ,
Notes Columnheadingsareasfollows:(1)standardizedloading,(2) t-value(bootstrap),(3)ca,(4)rhoA,(5)cr,(6)ave.
Table 4 MeasurementModelDiscriminantValidity:
FridaKahloMuseum
F a c t o r 
MuseumImage . . . .
MuseumSatisfaction . . . .
Museum wom . . . .
Willing.topaymore . . . .
Notes Diagonal values are ave square root, values below
thediagonalarelatentvariablecorrelations,valuesabovethe
diagonalare htmt ratios.
lessthan0.05orabove0.95indicatesatthe5levelsig-
nificant differencesbetweenspecific path coefficients
across two groups (Henseler et al., 2009; Sarstedt et
al., 2011). The permutation test identifies differences
atthe5levelofsignificanceifthe p-valueislessthan
0.05.
The findings show that museum satisfaction has
a positive and significant effect on museum wom in
bothmuseums(h1a;FridaKahloMuseumβ=0.587,
p<0.01;AnahuacalliMuseumβ=0.739,p<0.01)and
onvisitors’willingnesstopaymore(h1b;FridaKahlo
Table 5 MeasurementModelDiscriminantValidity:
AnahuacalliMuseum
F a c t o r 
MuseumImage . . . .
MuseumSatisfaction . . . .
Museum wom . . . .
Willing.topaymore . . . .
Notes Diagonal values are ave square root, values below
thediagonalarelatentvariablecorrelations,valuesabovethe
diagonalare htmt ratios.
Museumβ=0.465,p<0.01;AnahuacalliMuseumβ=
0.495, p<0.01).Inaddition,theresultspresentapos-
itive and significant effect of museum image on mu-
seum satisfaction in both samples(h1b; Frida Kahlo
Museumβ=0.535,p<0.01;AnahuacalliMuseumβ=
0.631, p<0.01).
The permutationmethodresultsrevealthatthere
arenosignificantdifferencesbetweentheFridaKahlo
Museum and Anahuacalli Museum regarding the ef-
fects of museum satisfaction on museum wom and
willingnesstopaymore(h1aandh1b),andmuseum
AcademicaTuristica,Year14,No.1,June2021 |107

NuriaRecueroVirtoetal. WillingnesstoPayMore
Table 6 ResultsofInvarianceMeasurementTestingUsingPermutation
Constructs () () () () Equalmeanassessment Equalvarianceassessment
() () () () () () () ()
MuseumImage Yes . . Yes . –. . No –, –. . Yes
MuseumSatisfaction Yes . . Yes . –. . No –. –. . No
Museum wom Yes . . Yes . –. . No –. –. . No
Willing.topaymore Yes , . Yes . –. . Yes . –. . Yes
Notes Column headingsareasfollows:(1)configuralinvariance(samealgorithmsforbothgroups), (2–3)compositional
invariance (correlation = 1), (2) c = 1, (3) 5 quantile,(4) part ial measurement invariance established,(5) differences, (6)
lowerconfidenceinterval,(7)upperconfidenceinterval,(8)equal.
Table 7 EvaluationoftheEstimatedModels
Concept FridaKahlo Anahuacalli
R
2
Q
2
R
2
Q
2
MuseumSatisfaction . . . .
Museum wom . . . .
Willignesstopaymore . . . .
image on museum satisfaction (h2). However, Hen-
seler’s mga spots a slight differencebetweenthe two
museums in the relationship between museum satis-
faction and museum wom (h1a) (p-value = 0.958, p
<0.05).Henseler’s mga andthepermutationmethod
techniquesrelatedlyendorsethesignificanceandnon-
significanceofthedifferences,posingamulti-method
confirmationofthefindings.
DiscussionandImplications
This research adds value to prior tourism studies by
examining the direct impacts of: (1) museum satis-
factiononmuseumwomandwpm,and(2)museum
imageonmuseumsatisfactionintwosamples,namely
AnahuacalliandFridaKahlovisitors.Inthisway,this
studyhasexaminedthesedifferentlinkagesinthetwo
museumsinordertopinpointinterestinggeneraliza-
tionsinthisindustry.
Theempiricalfindingsshowthatmuseumsatisfac-
tionhasameaningfulandpositiveeffectonmuseum
wom (h1a), as we expected. Although a controversy
appeared recently when Trinh and Ryan (2013) con-
cludedthattherewasaninsignificanteffectofmuseum
satisfaction on museum wom in the case of a Viet-
namesemuseum,theresultsofthisstudycorroborate
previousfindings(Camarero& Garrido,2011; Harri-
son&Shaw,2004).Inaddition,wecomparedthese
linkages between the Frida Kahlo and Anahuacalli
museums. Interestingly, Henseler’s mga results pre-
sentedadifferencebetweenthetwomuseumsinthis
relationship.Althoughtheeffectsizesofbothlinkages
aresignificant,theAnahuacallimuseumcasepresents
ahigherinfluenceofmuseumsatisfactiononmuseum
wom. As Table 2 presents, Frida Kahlo respondents
valuedtoaslightlyhigherextentmuseumsatisfaction
andmuseum wom thanAnahuacallivisitors.
Theresultofthislinkageisnotduetorespondents’
evaluationofthesedimensions.Thisdifferencecould
beexplainedbythefactthatAnahuacallirespondents
mightbeconsideringthatthemuseumisnotsowell-
knownandaremorewillingtospreadthewordamong
their relatives and friends than in the other case, as
Frida Kahlo has worldwide popularity as a Mexican
cultural icon (Aragón, 2014; Dosamantes-Beaudry,
2002;Franco,1991).
TheresultsconfirmtheconclusionsmadebyBigné
et al. (2008) that museum satisfaction can positively
impactmuseum wpm (h1b),andconfirmstheresults
conductedinhospitalitystudies(Barsky&Nash,2002;
Ladharietal.,2008;Leeetal.,2010;Lin,2016;Heung
& Gu, 2012). The findings of the mga confirm there
are no significant differences between the two muse-
ums,revealingthesamesizeeffectsinbothcases.Be-
sides, as expected, museum image hasa positive and
significanteffectonmuseumsatisfaction(h2),which
has been confirmed for the first time in the museum
108 | AcademicaTuristica,Year14,No.1,June2021

NuriaRecueroVirtoetal. WillingnesstoPayMore
Table 8 HypothesesTesting
() Relationship Pathcoefficients Confidenceinterval() () p-valuedifference†
() () () () () ()
Lower Upper Lower Upper
ha MuseumSatisfaction→
Museum wom
.*** .*** . . . . –. .** .
hb MuseumSatisfaction→
Willingnessto pay more
.*** .*** . . . . –. . .
h MuseumImage→
MuseumSatisfaction
.*** .*** . . . . –. . .
Notes Columnheadingsareasfollows:(1)hypothesis,(2)pathcoefficientdifference,(3)FridaKahloMuseum,(4)Anahua-
calliMuseum,(5)Henseler’s mga,(6)permutationtest.*** p<0.01,**p<0.05,*p<0.10.†two-tailed.
industrybutwasalreadyconcludedintourismstudies
(Assakeretal.,2011;Chi&Qu,2008;Loietal.,2017;
Prayag,2009;Wang&Hsu,2010).The mga findings
also confirm there are no significant differences be-
tween the two museums, and the results present the
samesizeeffectsinbothsamples.
This study provides several theoretical implica-
tionsrelatedtomuseumsatisfaction, wom, wpm and
image.First,fewmuseumscholarshaveexaminedthe
impacts of visitors’ satisfaction on their behavioural
outcomes, wom and wtp (Bigné et al., 2008; Ca-
marero&Garrido,2011;Harrison&Shaw,2004;Trinh
& Ryan, 2013). Hence, the present research has pro-
posed a model to assess these relationships and the
effect of museum image on satisfaction, which has
beenanalysedforthefirsttimeinthemuseumindus-
try. Second, the mga results have proved that there
are no significant differences between museum sat-
isfaction and museum wpm, and between museum
imageandmuseumsatisfaction,whichareinteresting
findingsforthefuturegeneralizationoftheresults.In
addition, Henseler’s mga results present a difference
intherelationshipbetweenmuseumsatisfactionand
museum wom,butthe pls-sem resultspresentboth
linkagesassignificantandpositive.Hence,thesefind-
ings extend the generalization of the results. Third,
this research contributes not only to museum man-
agementliterature,but also to tourismresearch,asit
hasexaminedtheseeffectsalsoconsideringtwosam-
plesinan mga approach.
Thepresentstudyalsodrawsmanagerialattention
tonumerousaspectsformarketingmanagersandstaff
responsibleformeasuringvisitors’satisfactioninmu-
seums. First, it has been concluded that visitors’ sat-
isfactionpositivelyandsignificantlyinfluences wom.
As wom hasbeenstatedasadriverofmuseumvisit-
ing(Hausmann,2012),itwouldbeinterestingtopro-
mote communication actions that boost this wom
whilevisitorsenjoythemuseumexperience.Muse-
ums could use ambient marketing strategies that are
focusedonincreasingthenumberofphotossharedby
visitorsinsocialmedia,followingsomeoftheactions
developedby theMuseumofArtofSaoPaolo orthe
MuseumofIceCream.
Second, it has been proved that satisfaction has a
positiveandsignificanteffecton wpm.Eventthoughit
hasbeensuggestedthatvisitorstendtoperceivemuse-
umsasfreeofchargeorinexpensiveentertainmentop-
tions,especiallywhentheseorganizationsreceivepub-
licsupport,ithasbeenconcludedthatsatisfiedvisitors
arepredisposedtopaymore(Bridaetal.,2016;Bigné
etal.,2008).Hence,investmentinthecreationofahi-
techedutainmentserviceexperiencecouldmakemu-
seumsmorecompetitiveinthecurrentCandyCrush
andNetflixmarketplace.Forinstance,museumscould
benefit from the Pokémon Go fever by positioning a
market-adjustedimage,andincreasingtheireffortsto
fulfiltheneedsofthissegment(byplacingposkètops,
promotingaphotocallevent,etc.),whichwouldlikely
improvetheir wpm.
Third,ithasbeenpinpointedthatawell-managed
positiveimagewillleadtovisitors’satisfaction.Inthe
AcademicaTuristica,Year14,No.1,June2021 |109

NuriaRecueroVirtoetal. WillingnesstoPayMore
lightoftheresults,itissuggestedthatmanagerscon-
duct a specific study for their museums to discover
thedifferentcomponentsthatmotivateapositiveim-
age for each of their market segments. This will help
themimprovetheirpromotionstrategiesbyselecting
theadequateactionsforeachsegment(Moreno-Gil&
Ritchie,2009).
LimitationsandFutureResearchLines
Scholars are encouraged to encompass the results by
bearinginmindthelimitationsofthisresearch.First,
this study has not considered the control variable of
first-time or repeated visitors, or other educational
or socio-economic factorsthat would have addedin-
teresting insights for the proposed model, as other
scholarshavepreviouslyproposedinrelatedcontexts
(Beerli-Palacio &Martín-Santana,2017;DelChiappa
et al., 2013; Han & Hyun, 2017). Second, the samples
of visitors are of two Mexican museums that have
thesamemanagementteam,whichhasimprovedthe
samplecollectionbutcouldhaveledtobias.Although
the mga comparisonhaspresentedsimilaroutcomes
thatallowthegeneralizationofthefindings,itwould
benoteworthytorepeatthisstudyindifferentmuse-
ums.
Acknowledgments
TheauthorswouldliketothanktheFridaKahloand
Diego Rivera Anahuacalli museum team for their sup-
port, and especially the Directors of both museums,
HildaTrujillo,andXimenaJordán.
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