Exploring how generativity influences the online review continuity of museums: the double-edged sword of monetary rewards

This study applies social capital theory to investigate the influence of generativity on online review continuity (ORC), an essential factor in guiding tourism choices, especially for museums. Results reveal that intrinsic motivations – specifically, the desire to support visitors and museums – are critical for sustaining review activity. Unexpectedly, monetary incentives can amplify generativity's positive effect on ORC and engagement. However, they may also reduce intrinsic motivations, potentially undermining the consistency of supportive behaviors from visitors and museums vital for ongoing ORC. These findings highlight the importance of carefully applying incentives to maintain intrinsic motivation. Using fsQCA, we identify two pathways that lead to ORC and establish the moderating effect of incentives, providing museums with strategies to foster lasting online engagement. By connecting motivational dynamics with actionable, sustainable practices, this research offers valuable insights to advance tourism development and cultural management, enriching the literature on tourism behavior and digital engagement.