The Role of Innovations and Personal Brand on Repeat Visits to the Museum: Theory of Planned Behavior Approach

In the modern era, cultural relevance serves as the primary indicator of a nation's achievements and accolades. Consequently, there is an escalating focus on the significance of museums, the level of service rendered, and the quality of the exhibitions they provide to achieve the maximum positive experience for visitors. This research explores the ways in which modern museums, such as the Anna Akhmatova Museum in Saint Petersburg, increase visitor experience and encourage return visits by using creative interaction techniques. In the context of a continuously digitized cultural world, our study analyzes the critical roles of technology advancements and personal branding in visitor experience. We explore the particulars of customer behavior at cultural institutions, delving into factors which influences visitors’ intention to return and especially focusing on the connection between the attractiveness of modern interactive exhibits and the visitor's emotional attachment. The vital aspects of our research are the emotional attachment and personal involvement of visitors, these components increase the probability of return visits. The descriptive data we have done for our research discovered that respondents had high levels of perceived value, personal involvement, and personal attachment, whereas innovative aspects received the lowest average rating. Thus, we have provided the multiple regression modeling to confirm that personal engagement, personal attachment, and number of innovative projects had statistically significant positive effects on revisit intention. Furthermore, our results showed how vital digital developments are to museums. In addition to enhancing the visitor experience, interactive displays and virtual tours help museums establish their cultural relevance on the digital level. To sum up, this study provides observant information about visitor experience, engagement and their willingness to return. Through the integration of cutting-edge technology innovations with personal branding, museums may guarantee their continued relevance and status as treasured cultural centers in the current digital era. This research provides helpful insights for cultural institutions, which are looking forward to ways to attract an audience and increase their intention to revisit the museum.