The level of museum visitor experience and how it affects tourists’ satisfaction, recommendation and revisit intention.

Key finding of the study

The researchers evaluated the visitor experience at the museum visitor encounters; Reception, Edutainment, Quality of the service staff, Souvenir Centre, Museum surrounding, Tourist Convenience & Comfort facilities.

Authors

Sandaruwani J.A.R.C., Sabaragamuwa University of Sri Lanka

Gnanapala W.K.A.C., Sabaragamuwa University of Sri Lanka

Summary of the study

This chapter examined the visitor experience at museum encounters referring to the eight museums administered by the Department of National Museums (DNM) in Sri Lanka. 356 usable questionnaires were collected using the stratified random sampling technique during January-July 2019. The mean ranking analysis of survey data shows that the visitors to the museums of the DNM have immensely satisfied with the museum exhibits and the service staff and dissatisfied with the tourist convenience and comfort facilities within the museums. While the museum souvenir shop reflects a low positive relationship, museum exhibits and museum staff have a moderately favorable relationship with visitors' revisit intention.  The museum surroundings have the strongest positive relationship, while the souvenir shop has the lowest positive relationship with tourists' recommendations. Finally, it is concluded that the DNM should more focus on enhancing visitor convenience and comfort facilities to attract more foreign visits. That basic would then create space for tourism suppliers to promote museum tourism in Sri Lanka.

Published in

Book Chapter published in Tourist Behavior: Past, Present, and Future in Apple Academic Press

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