Museums are important attractions in contemporary cultural tourism, which has brought them economic benefit as well as managerial challenges. Museums' mandate of custodianship and curatorial and educational focus on tangible artifacts and facilities has been diverted to and augmented by the intangible memories, emotions, and experiences of visitors and tourists. Identifying museum service failures from social media is complementary to, rather than a contradiction of, museum visitor satisfaction assessment. This study, through adoption of interdisciplinary literature, has extracted twelve service qualities— assurance, reliability, responsiveness, tangibles, empathy, communication, consumables, convenience, servicescape, purposiveness, contemplation, and first-hand experience—as grounds for contemplating conception and operation of museum tourism as well as consumer-based museum servicescapes. [ Full article]

Keywords Museum tourism Museum management On-line review Service failure Service qualitySocial media Trip Advisor Visitor experience