Purpose

Applying the stimulus-organism-response (S-O-R) theory in a wine museum context, this paper aims to examine how and why experience design characteristics influence visitor satisfaction, particularly investigating the role of epistemic (learning) and hedonic (having fun) values as the underlying mechanisms of this relationship.

Design/methodology/approach

The authors collected field survey data from 652 visitors at a world-leading wine museum. The authors tested the research model on ten modules of the museum using path analysis and a bootstrap approach; the authors further conducted mediation analyses to test how the design of the museum’s modules influenced perceived value and satisfaction.

Findings

Content comprehensibility and surprise, as well as interactivity and ease of use, are core design characteristics that drive visitor satisfaction. More significantly, hedonic and epistemic values play a significant mediating role in influencing the relationship between design characteristics and visitor satisfaction.

Practical implications

The authors provide clear and actionable recommendations to help managers design museums that provide educational, entertaining and satisfying visitor experiences.

Originality/value

To the best of the authors’ knowledge, this is the first study to apply the S-O-R theory in a wine museum context. The significance of this study lies in demonstrating how and why experience design characteristics support the creation of an edutainment visitor experience that drives visitor satisfaction.

中文翻译：

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体验设计特征在葡萄酒博物馆中引发认知价值、享乐价值和游客满意度的能力

目的

本文将刺激-有机体-反应（SOR）理论应用于葡萄酒博物馆，旨在研究体验设计特征如何以及为何影响游客满意度，特别是研究认知（学习）和享乐（享受乐趣）价值观作为这种关系的根本机制。

设计/方法论/途径

作者收集了世界领先葡萄酒博物馆 652 名参观者的实地调查数据。作者使用路径分析和引导方法在博物馆的十个模块上测试了研究模型；作者进一步进行了中介分析，以测试博物馆模块的设计如何影响感知价值和满意度。

发现

内容的可理解性和惊喜性，以及交互性和易用性，是提高访客满意度的核心设计特征。更重要的是，享乐价值和认知价值在影响设计特征和游客满意度之间的关系中发挥着重要的中介作用。

实际影响

作者提供了清晰且可行的建议，帮助管理者设计博物馆，提供教育性、娱乐性和令人满意的游客体验。

原创性/价值

据作者所知，这是第一个将 SOR 理论应用于葡萄酒博物馆的研究。这项研究的意义在于展示体验设计特征如何以及为何支持创建寓教于乐的游客体验，从而提高游客满意度。