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THE CHALLENGE OF VISITORS EXPERIENCE (A Case Study at Museum Nasional, Jakarta, Indonesia)
Mudji Sabar

University of Mercu Buana (UMB), Jakarta-Indonesia


This research is aimed to explore the challenge of visitors- experience of Museum Nasional (MN) in Jakarta, Indonesia. This is a case study employing descriptive analysis. The sample size is 251 respondents. This study applies a convenient sampling technique as a method to collect the primary data. This study uncovers the evidence of the visitors- satisfaction in terms of museum-s cleanliness, service delivery, collection display, and ambience facilities. This research shows the visitors- intention to recommend others to visit MN. The majority of the visitors (83%) confirm the high density of the museum, which causes them feel less comfortable. The research recommends that MN management should take managerial efforts to improve the level of the visitors- experiences. Among others, they should apply digital reservation system to register and schedule group visitors on the basis of “first come first serve” principle. In addition, the management should innovatively create new attractions or novelties based on the visitors- preferences in order to maintain the attractiveness of the museum.

Keywords: visitors experience, museum internal regulation, electronic registration system, novelty seeking.

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Mudji Sabar)

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