Embodied power: How do museum tourists’ sensory experiences affect place identity?

Abstract

Museums are venues centred around experiences, and the sensory experiences therein offer exemplary opportunities to construct tourists' attitudes and develop emotional resonance. Based on embodied cognitive theory, this article aims to explore the dimensions of museum sensory experiences and how they shape place identity. Findings were drawn from a pair of studies. Study 1, which was qualitative and based on grounded theory, uncovered three dimensions of museum tourists' sensory experiences (i.e., visual expression, auditory expression, and physical expression). Study 2 involved a questionnaire; quantitative analysis of the 433 responses showed that museum sensory experiences could significantly influence place identity. This consequence arises from visitors' emotional interactions and emotional experiences, with collective memory positively moderating the process. The study reveals the influence mechanism of museum sensory experiences based on embodied cognition theory and demonstrates the two emotional pathways through which sensory experiences affect place identity. Additionally, it offers management insights for fostering tourists’ place identity.