RT info:eu-repo/semantics/article T1 What to do after visiting a museum? From post-consumption evaluation to intensification and online content generation A1 Antón Martín, María del Carmen A1 Camarero Izquierdo, María Carmen A1 Garrido Samaniego, María José K1 Museos - Evaluación K1 Tourist experience K1 User generated content K1 Intensification K1 Museums K1 5101.06 Museología K1 5312.90 Economía Sectorial: Turismo K1 6114.06 Comportamiento del Consumidor AB In the context of museums, this paper analyses to what extent visitor evaluation of the experience (attainment, emotion, and satisfaction) drives their short-term online behavior: consumption of further online content (intensification) and posting content in online sites (content generation). On the basis of the optimal stimulation level theory and on the balance theory, it proposes that the evaluation of the experience has an inverted U-effect on visit intensification intention while a U-effect on the intention to generate content after the visit. Findings indicate that satisfaction fosters the intention to intensify or consume further content, while the perception of having gained the maximum attainment and emotional value limits it. On the other hand, while satisfaction and the perception of a profitable visit motivate visitors to post online comments, poor experiences in museums have no impact on the generation of online content. PB SAGE Publications SN 0047-2875 YR 2019 FD 2019 LK https://uvadoc.uva.es/handle/10324/67821 UL https://uvadoc.uva.es/handle/10324/67821 LA eng NO Journal of Travel Research, 2019, vol. 58, nº 6, p. 1052-1063. NO Producción Científica DS UVaDOC RD 22-dic-2024