Integrating Museum Experience and Experiential Marketing for Enhanced Visitor Well-Being: A Positive Tourism Perspective

Museums, with their diverse thematic offerings, serve as vital experiential spaces that attract a broad spectrum of visitors. These institutions play a crucial role in promoting subjective well-being. However, to fully unlock their potential in this regard, a more nuanced understanding of the relationship between visitor experience and well-being is required. Grounded in the principles of positive tourism research, this study introduces the Museum Experience and Visitor Well-Being Model, developed through an integrative literature review spanning museum studies, well-being, marketing, tourism, and leisure. The model conceptualizes the progression of visitor well-being across pre-visit, on-site, and post-visit phases, emphasizing the dynamic interplay between visitor experience and well-being. Findings reveal how museums can enhance subjective well-being through experiential marketing strategies. This research contributes to the theoretical advancement of museum visitor experience, leisure well-being, and positive tourism, while also offering practical guidance for museum professionals and identifying avenues for future scholarly inquiry.