Art meets commerce: how exhibitions shape visitor behavior in tourism shopping centers

Serving as prominent leisure and entertainment platforms, tourism shopping malls have evolved their appeal by integrating art exhibition centers, thus magnifying the retail ambiance. This study dived into the correlation between the incorporation of these art centers within tourism shopping environments and the subsequent consumer propensity to visit, encompassing a meticulous evaluation of both the art exhibits attributes and art exhibition center attributes. Utilizing the technique of structural equation modeling for the analysis, this research unraveled various aspects of this interplay with 437 surveys from art exhibition customers in shopping malls. It was found that all the examined factors, with the exception of atmosphere and environment, exert a positive impact on customer satisfaction. The findings present profound implications for tourism shopping mall administrators and exhibition artists, offering innovative strategies to boost the operation of such leisure amenities and escalate public engagement, thereby redefining the shopping mall experience.