The Impact of Tourism Experience in Museum Agglomeration Areas on City Image Promotion

Based on the stimulus–organism–response (S–O–R) framework, this study explored the psychological spillover mechanism through which tourism experiences in Museum Agglomeration Areas (MAAs) enhance city image and influence behavioral intentions. Structural equation modeling (SEM) based on survey data yielded several key findings. First, information visibility, content visibility, and the quality of amenities and the operational environment played critical roles in shaping tourists’ internal states, including perceived experiential value, affective response, immersion, and satisfaction. In addition, the social atmosphere emerged as an important factor in enriching these evaluations. Second, accessibility and connectivity were identified as factors that reduce friction along the visitor journey, thereby enhancing experiential continuity and immersion. Third, experiential value and immersion were found to be the primary mediators among the internal-state variables, transmitting the effects of environmental stimuli to city-level perceptions and behavioral intentions, such as revisit and recommendation intentions. These findings suggest that the competitiveness of MAAs lies not merely in spatial agglomeration itself but also in their ability to provide engaging and meaningful content, maintain safe and enjoyable operational environments, and develop integrated circulation and information systems. By conceptualizing MAAs as sites of district-scale tourism experiences, this study extends the application of the S–O–R framework to a multi-site urban cultural context and clarifies how differentiated internal states mediate the spillover from district experience to city-level perceptions and behavioral intentions. Rather than proposing a fundamentally new theoretical framework, the study offers a context-specific refinement of the organism layer and provides empirically grounded implications for design and operational strategies in culturally clustered urban districts.