Engaging self-connected visitors: prior knowledge, two-way communication, and braggart WOM

This study examines how prior knowledge and two-way communication influence visitor engagement, self-connection, and braggart Word-of-Mouth at Scotland's Burrell Collection. Analyzing data from 780 visitors, it highlights the roles of marketer-to-visitor and visitor-to-visitor interactions, with engagement mediating these effects. Results show that elaboration boosts engagement, while both communication types enhance engagement and braggart Word-of-Mouth. Practical implications include aligning exhibits with visitors’ knowledge and fostering self-connection. The study deepens understanding of how heritage sites can promote braggart Word-of-Mouth and meaningful visitor connections, offering insights for operators and avenues for future research.