Multimedia-guides and word-of-mouth in nostalgic visitor attractions: the case for a German Wax Museum

Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. However, current literature lacks empirical evidence on whether in nostalgia evoking visitor attractions, multimedia-guide usage increases satisfaction and positive word-of-mouth or not. Moderating effect of multimedia-guide usage on the nostalgia and willingness to share positive word-of-mouth association was analysed using a field-experiment in a German Wax museum (N = 241). A moderated moderation included perceived visitor attraction content age as a three-way-interaction. Results show that the positive impact of perceived nostalgia on willingness to share positive word-of-mouth is weaker for multimedia-guide users. The older visitors perceive visitor attraction's content, the weaker is the negative moderating effect of multimedia-guide usage on the nostalgia to positive word-of-mouth association. Our results indicate that nostalgic visitor attractions might need to rethink multimedia-guide usage.