Ni, Lan2012-04-192012-04-192012-04-192012-04-19August 2012011-08http://hdl.handle.net/10657/254To fill the gaps in research on strategically integrating public segmentation and relationship management (Kim & Ni, in press), this study explored using simultaneously the Situational Theory of Publics and Relationship Management Theory in the context of museum/tourism public relations. An experimental research design was used in which 336 subjects from Taiwan were asked to offer their perceptions of their own problem recognition, constraint recognition, involvement recognition, referent criterion, relationship outcomes, experience use history, museum visitation purposes, and intention for future visitation before and after the exposure to a museum digitalization campaign.application/pdfengThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).Relationship managementSituational theory of publicsTourism Public RelationsMuseumsPublic relationsPublic relations2012-04-19Thesisborn digital