Museum Tourism Experiences and Visitors’ Recommendation Intentions: A Stimulus–Organism–Response Approach

Using the PLA Naval Museum as an empirical setting, this study examines how museum tourism experiences influence visitors’ recommendation intentions through a Stimulus–Organism–Response (S-O-R) framework. Data were collected via a structured questionnaire and analyzed with reliability/validity tests, correlation analysis, and regression modeling. The results indicate that experience-related stimuli—exhibits and display design, educational and cultural value, and environment and service quality—significantly enhance visitors’ affective and cognitive experiences and perceived value, which in turn strengthen their intention to recommend (including willingness to revisit and share experiences). This study provides contextual evidence for applying S-O-R theory to military-themed museum tourism and offers practical suggestions for improving experience design and communication effectiveness in similar museums.