Revisiting Museums of Contemporary Art: What Factors Affect Visitors with Low and High Levels of Revisit Intention Intensity?
This paper explores visitor behaviour in the context of contemporary art museums. Assuming that the consumption patterns of contemporary art differ from those of classical art, the study analyses the impact of the cognitive and affective components on revisit intention. We use a survey of visitors to five contemporary art museums in St Petersburg, Russia and apply structural equation modelling. The paper distinguishes between three levels of revisit intention to find out whether cognitive and affective components predefine the likelihood and intensity of revisit intention. The findings demonstrate that the cognitive component has a significant impact on the affective component and revisit intention. Among the affective dimensions, empathy and responsiveness of museum staff are the most important predictors of the high level of revisit intention. The results highlight the need for raising interest of the general public in contemporary art and the importance of human interaction to stimulate revisit intention.