Experiential Attractiveness, Self-Concept Connection, and Attitude Toward the Museum as Drivers of Visitor Experience and Location Loyalty in University Museums

Museums contribute significantly to the cultural and economic development of destinations, yet university museums remain underexplored, especially in developing economies. This study examines how experiential attractiveness (EA), attitude toward the museum (ATM), and self-concept connection (SCC) influence visitor experience (VE) and location loyalty (LL). Using data from 1400 visitors to university museums in Puebla, Mexico, Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the proposed relationships. All hypotheses were supported, with the strongest effects observed from EA to SCC and from SCC to VE, indicating that attractive and engaging experiences strengthen visitors’ self-connection and lead to greater satisfaction during the overall museum visit. The validated model demonstrates consistent relationships among constructs and contributes to understanding how attractiveness and self-connection shape behavioral intentions in the university museum context. These findings highlight the importance of experiential marketing and emotional engagement strategies, while future research should explore additional attitudinal and technological factors that enhance visitor loyalty.