Causal factors relationship of tourism experience influencing customer loyalty via the perceived service value, attraction image and overall service quality satisfaction for the museum tourist attractions: Evidence in Thailand

This study explores the evolving role of museums in Thailand as dynamic platforms for public education and tourism development. Originally established to enhance public knowledge beyond traditional academic institutions, museums now serve as critical nodes in the tourism industry. The research aims to analyze the perspectives of museum visitors and service recipients to develop practical guidelines for improving museum operations and positioning them as regional tourism assets within ASEAN. An exploratory quantitative approach was adopted, involving 856 tourists who visited six museums across Thailand. Key findings indicate that tourist experience significantly influences service value perception, management quality, and satisfaction, all of which positively impact customer loyalty. These insights contribute to strategic recommendations for enhancing museum management and transforming museums into competitive and sustainable tourism destinations across the ASEAN region.