Service and technology factors shaping digital visitor experience: evidence from Chinese Museums using SEM and fsQCA

Purpose Given the rapid digital transformation of the cultural tourism industry, improving visitor satisfaction with digital services and encouraging continued use have become important goals for museums. This study aims to identify which combinations of factors most influence visitor satisfaction and behavioral intentions in digital service environments. Design/methodology/approach Focusing on Chinese museums, this study combines structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis and (fsQCA) to explore how service quality and task-technology fit affect visitor satisfaction and behavioral intentions. Research was conducted through an online survey that collected 506 responses from Chinese museum visitors. Findings The SEM results reveal that tangibility is the only service dimension with a significant impact on satisfaction. The fsQCA results reveal multiple pathways – mainly involving Tangibility and Task-Technology Fit – that can lead to high satisfaction, demonstrating the complex nature of visitor experience and behavior. Originality/value Previous studies have focused primarily on technology acceptance in isolation, often overlooking the combined effects of service quality and technological factors. This study is unique in integrating service and technology perspectives, highlighting the importance of both practical functions and user perceptions. These findings offer useful guidance for improving digital services in cultural tourism institutions.