Factors Determining Museum Visitation Decision Among Communities In Kedah

Nizar, bin Nazrin (2014) Factors Determining Museum Visitation Decision Among Communities In Kedah. Masters thesis, University Malaysia Sarawak, UNIMAS.

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Abstract

Museum has long served as cultural bridges between past and future. Museums are reflections of a society as they are repositories of historical, unique, precious and significant objects and artifacts. As other leisure and learning competition such as art gallery and aquarium emerge, museums are finding themselves competing competitively to attract numbers of visitors. Global trends are showing stable or declining numbers of visitations and the types of people who visit them has remained the same. Museums are said to be focused on programs organized instead of understanding visitors. When museums failed to understand their visitors, they fail to attract new and recurrent visitors. This shows how important for museums to understand their visitors and tailor their program towards making visitors satisfied whenever they visit. At this juncture, museums need to find out why and what motivates visitors’ visitation to museums. The problem faced by Kedah Museum management is when the visitor’s amount is not equal to all its existing museums. The latest museum under their management which is the Muzium Padi received tremendous amount of visitors compared to other museums and this raised question of why visitors are keen to visit Muzium Padi which is situated nine kilometer away from city center and not other museums which located within the city vicinity. This research highlights on the decision making process which covered three factors influencing visitation decision, namely psychological influences, situational influences and sociocultural influences. Research was done on locals in the state of Kedah, Malaysia. Results of this study indicated that psychological influences are the most significant factor influencing visitation decision. The study confirmed that the feel of interacting in gaining information and experience excites visitors more than having majestic exhibition.

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