Investigating Critical Effect of China Palace Museum’s Social Media Service Quality on Visitor’s Satisfaction
Authors: Jia Ni Zheng , Tarofder Arun Kumar , Ahmad Albattat 
Published: October 2023

Purpose: The integration of social media platforms within cultural institutions has revolutionized the way visitors engage with museums, enabling greater accessibility to exhibit and fostering interactive experiences. This study delves into the impact of social media service quality on visitor satisfaction within the iconic Palace Museum in China.

Theoretical framework: The examination of the correlation between tourists' perceived ease of use and satisfaction can be approached from the perspective of the Technology Acceptance Model (TAM). In accordance with the Technology Acceptance Model (TAM), the degree to which tourists perceive a particular technology as facile to employ exerts a noteworthy influence on their inclinations towards embracing and employing said technology.

Design/methodology/approach: The main research methods adopted in this research is questionnaire survey. The questionnaire items designed in this study. The questionnaire is mainly designed from the perspective of tourist experience. This paper uses PLS-SEM statistical software to test the reliability analysis of each measurement variable of the questionnaire and carries out cumulative analysis of variance for these measurement variables. PLS-SEM is used to analyse the factors, and the relevant factors and fitting indexes are obtained.

Findings: The analysis shed light on the complex interactions between these elements in the context of the museum visit. The results of this research highlight the value of social media sites as crucial instruments for raising visitor satisfaction at cultural organisations like the China Palace Museum. The first level of interaction that visitors had with the museum's digital interfaces was significantly shaped by their perception of simplicity of use, which is a core component of technological adoption. Visitors are more likely to investigate, interact, and fully engage with the museum's contents when these interfaces are seen as user-friendly and intuitive. Their overall happiness levels are significantly impacted by this increased participation.

Research, Practical & Social implications: Through a comprehensive analysis of visitor perceptions and interactions with the Palace Museum's social media offerings, this study contributes to a deeper understanding of how social media service quality influences visitor satisfaction, thus providing valuable insights for enhancing the digital museum experience. As museums worldwide seek to adapt to the digital age, this study offers practical implications for optimizing social media strategies to create more fulfilling and engaging visitor encounters in the Palace Museum and beyond.

Originality/value: This study aims to contribute to the existing body of knowledge by examining the dimensions of service quality specific to social media, including perceive ease of use and perceive usefulness with the present of public identity as mediator, this research aims to uncover the intricate relationship between these factors and visitor satisfaction as dependent variable.