Effects of the Cheetah Run Exhibit on Visitors and the Search for Motivations, and Factors for Continued Viewing: The Relationship between the Experience of and Satisfaction with the Exhibition, the Willingness to Visit, and the Number of Visits

Abstract

The purpose of this study was to clarify the effects of displaying the cheetah’s species-specific high-speed running behavior on visitors to the exhibition. It also explored the factors that motivate visitors to visit the exhibit and keep them there. A questionnaire was sent to 347 visitors to the exhibition, and the free-text responses were subjected to a quantitative text analysis. In order to understand the overall experience of visitors to the exhibition, an exhibition experience type was developed. The evaluation of the exhibition, the motivation to visit, and the factors that lead to continuous visits were examined in relation to the experience of visiting the exhibition, using satisfaction, willingness to visit, willingness to visit again, and number of visits as indicators. The results suggest that esthetic and praise experiences have a significant effect on the value placed on them by visitors. These experiences also suggest that they are related to the motivation to visit the exhibition and the number of visits.