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Publication . Article . 2021

Multimedia-Guides and Word-of-Mouth in Nostalgic Visitor Attractions: The Case for a German Wax Museum

Lea Susanne Susanne Faerber; Dennis Ahrholdt; Oliver Schnittka; Zeinab Rezvani;
Closed Access
Published: 05 Apr 2021
Country: Denmark

Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. However, current literature lacks empirical evidence on whether in nostalgia evoking visitor attractions, multimedia-guide usage increases satisfaction and positive word-of-mouth or not. Moderating effect of multimedia-guide usage on the nostalgia and willingness to share positive word-of-mouth association was analysed using a field-experiment in a German Wax museum (N = 241). A moderated moderation included perceived visitor attraction content age as a three-way-interaction. Results show that the positive impact of perceived nostalgia on willingness to share positive word-of-mouth is weaker for multimedia-guide users. The older visitors perceive visitor attraction’s content, the weaker is the negative moderating effect of multimedia-guide usage on the nostalgia to positive word-of-mouth association. Our results indicate that nostalgic visitor attractions might need to rethink multimedia-guide usage.

Subjects by Vocabulary

Microsoft Academic Graph classification: German language.human_language language Word of mouth History Customer interaction Advertising Visitor pattern


Multimedia-guide, nostalgia, visitor attraction, word-of-mouth, Tourism, Leisure and Hospitality Management, Geography, Planning and Development