Author: Guest Writer

[Infographic] Cultural Heritage Visitor Engagement Scale

Understanding visitors’ level of engagement with tourist attractions is vital for successful heritage management and marketing. This paper develops a scale to measure visitors’ level of engagement with tourist attractions. It also establishes a relationship between the drivers of engagement and level of engagement using Partial Least Square, whereby both formative and reflective scales are included. The structural model is tested with a sample of 625 visitors at Kelvingrove Museum in Glasgow, UK. The empirical validation of the conceptual model supports the research hypotheses. Whilst prior knowledge, recreational motivation and omnivore-univore cultural capital positively affect visitors’ level of engagement,...

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10 tips for replying to reviewers’ comments on your manuscript

Dr Babak Taheri is an Associate Professor in Marketing and Programmes Director in MSc International Marketing Management pathways at Heriot-Watt University. He has extensive experience in quantitative studies including: scale development and scale validation, structural equation modelling (SEM), path analysis using partial least squares (PLS), experimental design and intervention, multiple regression, testing for mediation and moderation). It is rare that your paper accepted without any revision. So, go ahead with revision in an argumentative fashion but do not get mad. It is hard to read reviewers’ suggestions without a knee-jerk reaction to defend your paper. It is understandable that...

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