Reference effects and customer engagement in a museum visit

Purpose By extending the expectancy-disconfirmation theory and integrating the elaboration likelihood model, this study aims to explore the reference effects (i.e. disconfirmation and self-identity) and customer engagement that affect customer experience on satisfaction with a museum visit. The study is designed to test a dual-mediator mechanism involving disconfirmation and self-identity. The moderating role of cognitive, affective or behavioral engagements is also examined with the overall purpose to advance the understanding of customer experience in cultural consumption such as museum visits. Design/methodology/approach A self-administered field survey in two stages was carried out on visitors to the Hong Kong Museum of Art. A total of 465 valid response sets were used for analysis. Hypotheses were tested using confirmatory factor analysis, three-step mediation test, structural equation modeling and moderation regressions. Findings Disconfirmation and self-identity are found to be dual mediators in the experience–satisfaction relationship. Cognitive engagement reduces the effect of knowledge experience on disconfirmation and self-identity but increases that of the entertainment experience on disconfirmation and self-identity. Affective engagement amplifies the effect of knowledge experience on self-identity but mitigates the importance of entertainment evaluations. Practical implications Findings highlight the importance of both perceived knowledge and entertainment experiences in visitors’ evaluation of a cultural experience. Managers are suggested to craft promotional messages with the psychological appeal that connects visitors with museum services. Appropriate engagement tactics for museums can be developed to avoid overloading visitors with information. Originality/value Previous studies treat disconfirmation as the dominant reference effect in the formation of customer satisfaction. This study shows both disconfirmation and self-identity as dual reference effects that link the customer experience to satisfaction in the museum context, serving as a pioneer in defining how the influence of experience on reference effects varies depending on how customers are cognitively and affectively engaged in such context.

Psychometric Assessment of Young Visitors at the National Museum Of Malaysia

Museums have become an important institution for learning activities especially for young visitors as it provides significant function towards educational benefits and knowledge enrichment. The actual outcomes from learning experience need to be encountered in order to indicate satisfying experience level from museum visiting. However, the assessment of satisfying experience on museum visit is entirely lacking in the existing literatures. Therefore, this study proposes a set of assessment for young visitors in order to evaluate their satisfying experiences in museum. The items were adapted and developed from the concept of satisfying experiences established by museum practitioners. This paper aims to present evidence in order to show the validity of the survey data and the instrument meets the requirements of specific measurements as determined by Rasch model. It is hoped that the assessment of satisfying experience will benefit researchers as well as practitioners and educators in managing the quality of young visitors experience in museum. The literature also intends to add to the body of knowledge in museum context. Keywords: Learning, Museum, Rasch model, Satisfying experiences, Young visitors

Designing multisensory experiences for users with different reading abilities visiting a museum

My work explores how technology can support different forms of reading and sense-making of text and multimedia content before, during, and after a museum visit. This paper will present AIMuseum, our pilot study, and how I plan my research. My main contribution is planned to be on the design, implementation, and evaluation of tools to support reading while catering for different abilities.

Pemanfaatan Museum Keprajuritan Indonesia sebagai Sumber Belajar Sejarah

This study aims to provide an overview of how the use of the Museum of the Indonesian Army as a source of history learning in history lesson. The research method used was qualitative with a descriptive approach, and the technique of collecting or collecting data through observation, interviews and documentation studies. The results of the research concluded that: (1) The Museum of the Indonesian Army can be used as a source of history learning because the museum has relevance to Indonesian history lesson in class X basic competencies 3.6 and 3.8, while class XI basic competency 3.2. (2) The obstacles faced in using the museum as a source of historical learning, namely the lack of human resources that affect the managerial aspects of service and management of the museum is less than the maximum. The lack of museum operational funds. The difficulty of the difficult permission from the school bureaucracy. There is no museum visit program. Lack of attention and socialization from the museum manager. (3) Educational programs carried out by the Museum of the Indonesian Army can help improve the existence of museums and optimize the function of museums as a source of historical learning. Penelitian ini bertujuan untuk memberikan gambaran bagaimana pemanfaatan museum keprajuritan Indonesia sebagai sumber belajar sejarah pada mata pelajaran sejarah. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif, dan teknik pengambilan atau mengumpulkan data melalui observasi, wawancara dan studi dokumentasi. Hasil penelitian menyimpulkan bahwa: (1) Museum Keprajuritan Indonesia dapat dimanfaatkan sebagai sumber belajar sejarah karena museum tersebut memiliki relevansi dengan mata pelajaran sejarah Indonesia kelas X kompetensi dasar 3.6 dan 3.8, sedangkan kelas XI kompetensi dasar 3.2. (2) kendala yang dihadapi dalam memanfaatkan museum sebagai sumber belajar sejarah, yaitu Kurangnya SDM yang mempengaruhi aspek manajerial pelayanan dan pengelolaan museum menjadi kurang maksimal. Minimnya dana operasional museum. Sulitnya perijinan yang sulit dari birokrasi sekolah. Tidak adanya program kunjungan ke museum. Kurangnya perhatian dan sosialiasasi dari pengelola museum. (3) Program edukasi yang dilaksanakan oleh Museum Keprajuritan Indonesia dapat membantu meningkatkan eksistensi museum dan mengoptimalkan fungsi museum sebagai sumber belajar sejarah.

Connecting the museum to the city environment from the visitor’s perspective

Recommendation systems are widely used in tourism in order to provide people personalized suggestions that would make their trip memorable. Nowadays, mobile assisted guided tours based on recommendation services are used in museums to enhance visitors ’ experience. However, all those systems have been designed to target indoor or outdoor museum visits. Is it feasible to design a system that supports mobile services that connect a museum visit to artworks situated outdoor in the city environment? Is it possible to connect the artworks of a city center to the exhibits of a museum? In this work, we attempt to give a first answer to such questions proposing and implementing a set of services that connects the museum to the city public space. In order to show the strength of the implemented services, we present a basic usage scenario along with a first system evaluation showing positive results.