Lan, Ni2012-04-192012-04-192014-06-062012-04-192012-04-192014-06-062011-082012-04-19August 201http://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/pdfengKeyword 1Relationship Management TheoryKeyword 2The Situational Theory of Publics3. Tourism Public Relations4. Museum Public Relationsthesis2012-04-19