Does anthropomorphism increase tourists' intention to revisit？ A study of the effect of anthropomorphic communication styles on museum artifacts
HUANG Xiaoting1， CHEN Qiuxia1， LIU Huifang1,2
(1.School of Management， Shandong University， Jinan 250100， China；2.School of Culture and Media， Xinjiang College of Science & Technology， Korla 841000，Xinjiang， China)
Abstract：While the role of anthropomorphic effect on destination marketing and tourist experience has received increasing scholarly attention， the research into anthropomorphic communication methods remains limited. Positioned within the digital development of museums， the article employs the feelings-as-information theory to investigate the anthropomorphic effect on the communication of artifacts. The research results from two experimental studies show that anthropomorphic (vs. normal) communication styles can evoke higher levels of perceived enjoyment and revisit intention， and perceived enjoyment can mediate the effect of artifact communication styles on tourists' revisit intention. When the level of interaction between individuals and artifacts is low， anthropomorphic (vs. normal) communication styles can make tourists have higher enjoyment and revisit intention. When the level of interaction between individuals and artifacts is high， there are no significant differences in tourist enjoyment between anthropomorphic and normal communication styles. This article offers an in-depth analysis of the mechanism behind anthropomorphic communication styles and their impact on tourists' revisit intentions. It broadens the research on museum tourists' revisit behavior， enriches theories related to anthropomorphic communication strategies， and provides practical recommendations for enhancing tourists' revisit intentions in museums and other digital environments.
黄潇婷,陈秋霞,刘慧芳,. 拟人化增加旅游者的重游意向？——博物馆文物拟人化沟通方式效应研究[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 391-400.
HUANG Xiaoting,CHEN Qiuxia,LIU Huifang,. Does anthropomorphism increase tourists' intention to revisit？ A study of the effect of anthropomorphic communication styles on museum artifacts. journal1, 2025, 59(3): 391-400.
2025, Vol. 59 
