The Role of Psychological Perceived Value Aspect in Revisit Intention: The Case of Anna Akhmatova Museum at the Fountain House

This research addresses the shifting landscape of Russian museums, with a focus on literary museums, against the backdrop of increased numbers and transformative changes incurred during and after the pandemic. While the Literary Museums of Russia signify advancements, there remains a notable gap in museum and visitor studies, specifically concerning literary museums. The research proposes a conceptual framework for examining the impact of innovation value, experiential value, and memorialisation on revisit intention at the Akhmatova Museum. Hypotheses propose positive effects of innovation, experience, and memorialisation on revisit intention. The methodology involves a comprehensive questionnaire with 95 questions addressing emotional experiences, memorialisation tendencies, innovation perceptions, and revisit intentions. After collecting questionnaire responses from museum visitors, statistical analyses are performed, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) are carried out, and a complex causal model for the latent constructs under investigation is produced. The main results indicate that experience has a strong positive impact on revisit intention, and innovation also positively influences revisit intention. However, memorialisation does not significantly affect revisit intention. The study aims to contribute valuable insights into the unique dynamics of literary museums, offering a foundation for future research and strategic planning within the cultural heritage sector. Keywords: Visitor studies, Literary museums, Perceived value, Revisit intention