Tourists’ satisfaction in Malaysia’s cultural museums: key elements that captive tourists

Mohmad zakir, Muhammad Irham and Ab Rahman, Syakir Amir and Abdullah, Alias and Mansyor, Umar and Najib, Nurul Nadiah and Hitoshi, Nakamura (2025) Tourists’ satisfaction in Malaysia’s cultural museums: key elements that captive tourists. Quantum Journal of Social Sciences and Humanities, 6 (3). pp. 67-78. E-ISSN 2716-6481

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Abstract

Cultural museums play a vital role in preserving a nation’s heritage, fostering cultural exchange, and stimulating tourism. Malaysia, renowned for its rich and diverse cultural heritage, has established numerous cultural museums showcasing the nation's multifaceted history, traditions, and art forms. However, there has been a noticeable decline in visitor numbers to Malaysia's cultural museums, a trend largely influenced by the experiences visitors have during their visits. This study focuses on examining most appreciated element from the tourists' experiences at Malaysia’s cultural museums by analyzing their perceptions of various spatial components within the museums. Data was collected from 381 respondents via a questionnaire survey, with statements addressing four key elements: education, escape, aesthetics, and entertainment. Survey results reveal that the aesthetic element was the most appreciated by respondents, while the escape element was the least valued. A significant portion of the respondents were from younger age groups, which tend to have a strong appreciation for aesthetics. Conversely, nearly a third of respondents visited museums for work-related purposes, contributing to entertainment being the least appreciated element.

Item Type:	Article (Journal)
Uncontrolled Keywords:	cultural museum, tourist satisfaction, tourist experience, experience economy
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism N Fine Arts > NA Architecture > NA2542.36 Sustainable architecture N Fine Arts > NA Architecture > NA9000 Aesthetics of cities. City planning and beautifying N Fine Arts > NA Architecture > NA9000 Aesthetics of cities. City planning and beautifying > NA9053.R4 City planning N Fine Arts > NA Architecture > NA9000 Aesthetics of cities. City planning and beautifying > NA9080 Urban planners
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Architecture and Environmental Design Kulliyyah of Architecture and Environmental Design > Department of Urban & Regional Planning
Depositing User:	Dr. Syakir Amir Ab. Rahman
Date Deposited:	01 Jul 2025 08:17
Last Modified:	01 Jul 2025 08:59
URI:	http://irep.iium.edu.my/id/eprint/121770

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