REDEFINING MUSEUM EXPERIENCES: EXPLORING VISITOR BEHAVIORAL RESPONSES IN VIRTUAL AND PHYSICAL MUSEUMS IN INDONESIA

• Main Author: Azzahra, Fathima
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86595
• Institution: Institut Teknologi Bandung

Indonesia’s museums face significant challenges, including low public interest in museum visits and the increasing demand for digitalization to remain relevant in a rapidly changing technological landscape. While virtual museums have emerged as a response to these challenges, their effectiveness in engaging visitors and fostering meaningful connections remains underexplored, especially in Indonesia. This study addresses these critical issues by investigating visitor behavioral responses in both virtual and physical museum settings, filling a significant gap in Indonesian museum literature. The research aims to: (1) explore the state of visitor engagement and accessibility in virtual and physical museums, (2) identify factors influencing visitor behavior in both settings, and (3) provide marketing recommendation for museums in Indonesia. A qualitative exploratory approach was employed, utilizing semi-structured in-depth interviews with museum visitors and experts. Data were analyzed using open, axial, and selective coding and validated through triangulation. Themes uncovered were related to virtual and physical museum experience, emotions, engagement, and behavioral responses. Findings highlight that emotional resonance, characterized by deep emotional and sensory connections, is unique to physical museums. Visitors who experience strong emotional resonance with physical museums exhibit proactive behaviors, such as meticulous exploration and active participation. Virtual museums, while lacking the emotional depth of physical museums, offer opportunities to expand accessibility and serve as effective marketing tools to drive interest in physical visits when strategically designed. This study contributes to the limited body of knowledge on museum visitor engagement in Indonesia by emphasizing the complementary potential of virtual and physical museums. It provides insights such as integrating physical, personal, and social contexts in the interactive museum experience model to evoke emotions and foster on interactivity. These findings can be a guide for museum management to develop marketing strategy in order to increase museum visitation.