THE IMPACT OF VISITORS’ CULTURAL IDENTITY ON THEIR REVISIT INTENTION TO GUANGXI ART MUSEUM

Abstract

This study examined the relationship between visitors' cultural identity and their intention to revisit Guangxi Art Museum. A cross-sectional predictive correlational design was used, and data were collected through a structured online questionnaire from 385 respondents who had visited the museum since 2022. Cultural identity was operationalized through cognitive recognition, emotional attachment, and behavioral orientation, whereas revisit intention comprised intention to return, positive word-of-mouth, and recommendation. Descriptive statistics, an independent-samples t test, one-way analysis of variance, reliability analysis, and simple linear regression were applied. Respondents reported high cultural identity (M = 4.094, SD = 0.748) and high revisit intention (M = 4.117, SD = 0.610). Revisit intention differed significantly by gender, age, education, occupation, and income. Cultural identity was a strong positive predictor of revisit intention (B = 0.521, beta = .682, R² = .466, p < .001), accounting for 46.6% of the variance. The findings indicate that visitors are more likely to return when museum content is understood as culturally meaningful, emotionally resonant, and worthy of continued participation. The study contributes an identity-based explanation of museum loyalty in a regional Chinese art-museum setting. Practical priorities include coherent multicultural interpretation, inclusive co-created programs, personalized digital guidance, youth-oriented hybrid experiences, and longitudinal visitor analytics. Because the study used nonprobability sampling, one-time self-reports, and a single museum, the results should be interpreted as predictive associations rather than causal effects.