Abstract: Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. However, current literature lacks empirical evidence on whether in nostalgia evoking visitor attractions, multimedia-guide usage increases satisfaction and positive word-of-mouth or not. Moderating effect of multimedia-guide usage on the nostalgia and willingness to share positive word-of-mouth association was analysed using a field-experiment in a Germa...
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Topics: 
Advertising
Multimedia