A visitorsʹ evaluation index for a visit to an archaeological site

This study aims to propose and validate a visitors’ evaluation index (VEI) that captures service evaluation in the context of a visit to an archaeological site. Drawing on the literature on the concepts of ‘service quality’, ‘service experience’, ‘service convenience’, and ‘visitorʹs satisfaction’, the study develops a measurement index that includes the specific components of service evaluation associated with a visit to an archaeological complex. To validate the proposed VEI, the paper describes an empirical study of 1021 visitors to the Roman archaeological site of Italica, located in Santiponce (Spain). Following structural equation modelling (SEM), the results validate the proposed structure of four theoretical components in the VEI: (i) ‘service experience’; (ii) ‘service quality’; (iii) ‘access sacrifices’; and (iv) ‘effort sacrifices’. Of these, ‘service experience’ is found to be the major contributor to the robust VEI proposed and validated in the study.