VISITOR SATISFACTION WITH MUSEUM MANAGEMENT DURING THE COVID-19 PANDEMIC: A CASE STUDY OF THE NATIONAL MUSEUM OF MALAYSIA

Authors

  • Suraya Sukri Faculty of Creative Technology and Heritage, UNIVERSITI MALAYSIA KELANTAN
  • Khairul Azhar Mat Daud Faculty of Creative Technology and Heritage, UNIVERSITI MALAYSIA KELANTAN
  • Siti Nurul Ain Razak Faculty of Creative Technology and Heritage, UNIVERSITI MALAYSIA KELANTAN
  • Nordiana Ab Jabar Faculty of Creative Technology and Heritage, UNIVERSITI MALAYSIA KELANTAN
  • Daeng Haliza Daeng Jamal Faculty of Creative Technology and Heritage, UNIVERSITI MALAYSIA KELANTAN

DOI:

https://doi.org/10.21837/pm.v22i30.1423

Keywords:

COVID-19, Cultural heritage, Museum Management, National Museum Malaysia, Visitor Satisfaction

Abstract

During the 2019 global pandemic, widespread museum closures ensued, exacerbated by Malaysia's heightened distancing measures in response to emerging Covid Omicron variants. This research addresses the scarcity of studies on visitor perception during COVID-19, explicitly focusing on evaluating satisfaction by scrutinising visitation patterns, visitor satisfaction, and initiatives by the National Museum Malaysia. Employing mixed methods, a quantitative survey involving 260 museum visitors was conducted using convenient sampling and analysed using SPSS. The study also incorporated qualitative interviews with two museum personnel to complement the quantitative aspect, and these were thematically analysed. The findings reveal a decline in physical visits, and noteworthy efforts by management in online engagement and collaborations with broadcasters were observed. While overall satisfaction prevails, there is room for improvement in communicating online activities. The data indicates a readiness for a virtual museum in the future.

Downloads

Download data is not yet available.

References

Abd Jalal, A. F., Yusuf, A., Abd Hamid, A. F., & Abd Rahim, R. A. (2019). Kesedaran muzium baru di Malaysia. Jurnal Melayu Sedunia, 2(1), 93-111. DOI: https://doi.org/10.15575/jt.v2i1.3753

Agostino, D., Arnaboldi, M., & Lampis, A. (2020). Italian state museums during the COVID-19 crisis: from onsite closure to online openness. Museum Management and Curatorship, 35(4), 362-372. DOI: https://doi.org/10.1080/09647775.2020.1790029

Antara, N., & Shuvro, S. E. N. (2020). The impact of COVID-19 on museum and the way forward to be resilience. Uluslararası Müze Eğitimi Dergisi, 2(1), 54-61.

Bandelli, A. (1999). Virtual spaces and museums. Journal of Museum Education, 24(1–2), 20–22. https://doi.org/10.1080/10598650.1999.11510397. DOI: https://doi.org/10.1080/10598650.1999.11510397

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. DOI: https://doi.org/10.1191/1478088706qp063oa

Burke, V., Jørgensen, D., & Jørgensen, F. A. (2020). Museums at home: Digital initiatives in response to COVID-19. Norsk Museumstidsskrift, 6(2), 117–123. https://doi.org/10.18261/issn.2464-2525-2020-02-05 DOI: https://doi.org/10.18261/issn.2464-2525-2020-02-05

Choi, B., & Kim, J. (2021). Changes and challenges in museum management after the COVID-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 7(2). https://doi.org/10.3390/joitmc7020148 DOI: https://doi.org/10.3390/joitmc7020148

Cobley, J., Gaimster, D., So, S., Gorbey, K., Arnold, K., Poulot, D., ... & Jiang, M. (2020). Museums in the pandemic: A survey of responses on the current crisis. Museum Worlds, 8(1), 111-134. DOI: https://doi.org/10.3167/armw.2020.080109

Foo, L. P., Chin, M. Y., Tan, K. L., & Phuah, K. T. (2021). The impact of COVID-19 on tourism industry in Malaysia. Current Issues in Tourism, 24(19), 2735–2739. https://doi.org/10.1080/13683500.2020.1777951 DOI: https://doi.org/10.1080/13683500.2020.1777951

Giannini, T., & Bowen, J. P. (2021). Museums at the crossroads: Between digitality, reality, and Covid-19. SocArXiv. https://doi.org/10.31235/osf.io/2g567 DOI: https://doi.org/10.31235/osf.io/2g567

Giannini, T., & Bowen, J. P. (2022). Museums and digital culture: From reality to digitality in the age of COVID-19. Heritage, 5(1), 192–214. https://doi.org/10.3390/heritage5010011 DOI: https://doi.org/10.3390/heritage5010011

Kechot, A. B. S., Hassan, Z., & Yunos, Y. (2010). Proses pendidikan muzium: satu kajian awal. Jurnal Melayu, 5(December 2009), 285–293. Retrieved from http://ejournal.ukm.my/jmelayu/article/view/4960.

Kechot, A. B. S., S. A. H., Aman, R., Hassan, Z., & Jamal, D. H. D. (2012). Pendidikan warisan di muzium: Kajian berkaitan penggunaan laras bahasanya. Malaysia Journal of Society and Space: GEOGRAFIA Online, 8(8), 35-46.

King, E., Smith, M. P., Wilson, P. F., & Williams, M. A. (2021). Digital responses of UK museum exhibitions to the COVID‐19 crisis, March–June 2020. Curator: The Museum Journal, 64(3), 487-504. DOI: https://doi.org/10.1111/cura.12413

Kiyai, G., & Tugang, N. (2020). Jabatan Muzium Sarawak: Perkembangan sebelum dan selepas merdeka. Jurnal Arkeologi Malaysia, 33(1).

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610. DOI: https://doi.org/10.1177/001316447003000308

Manderson, L., & Levine, S. (2020). COVID-19, risk, fear, and fall-out. Medical Anthropology: Cross Cultural Studies In Health And Illness, 39(5), 367–370. https://doi.org/10.1080/01459740.2020.1746301 DOI: https://doi.org/10.1080/01459740.2020.1746301

Rahman, S., & Velayuthan, S. K. (2020). Evolution and diversification of museum functions: A reflection of market demand in Penang, Malaysia. Planning Malaysia, 18(3), 154–166. https://doi.org/10.21837/PM.V18I13.782 DOI: https://doi.org/10.21837/pm.v18i13.782

Ryder, B., Zhang, T., & Hua, N. (2021). The social media “magic”: Virtually engaging visitors during covid-19 temporary closures. Administrative Sciences, 11(2). https://doi.org/10.3390/ADMSCI11020053 DOI: https://doi.org/10.3390/admsci11020053

Smith, J., Johnson, A., & Williams, R. (2018). Gender differences in preferences and experiences: A study in cultural institutions. Journal of Cultural Studies, 15(3), 123-145.

Sukri, S., J., N. A., Apandi, S. N., George, A. N. E., Sim, M., Nagalingam, M., & Rahni, M. A. (2021). Visitors’ perception on the facilities management: A preliminary survey at Handicraft Museum Kota Bharu, Kelantan. AIP Conference Proceedings, 2347(July). https://doi.org/10.1063/5.0052146 DOI: https://doi.org/10.1063/5.0052146

Teh, B. T., Ling, G. H. T., Lim, N. H. H., & Leng, P. C. (2022). Factors determining covid-19 severity in Malaysia: From social, economic and environmental perspectives. Planning Malaysia, 20(4), 328–339. https://doi.org/10.21837/pm.v20i24.1209 DOI: https://doi.org/10.21837/pm.v20i24.1209

Zamri, K., Radzi, R., Art, F., Mara, U. T., & Alam, C. S. (2022). Exploring the Interactive model of Malaysian Museums in the context of the COVID-19 Pandemic. Art and Education, 2(2), 8–16.

Downloads

Published

2024-02-22

How to Cite

Sukri, S., Mat Daud, K. A., Razak, S. N. A., Ab Jabar, N., & Daeng Jamal, D. H. (2024). VISITOR SATISFACTION WITH MUSEUM MANAGEMENT DURING THE COVID-19 PANDEMIC: A CASE STUDY OF THE NATIONAL MUSEUM OF MALAYSIA. PLANNING MALAYSIA, 22(30). https://doi.org/10.21837/pm.v22i30.1423

Issue

Vol. 22 (2024): PLANNING MALAYSIA JOURNAL : Volume 22, Issue 1, 2024

Section

Article

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 Unported License.

Copyright & Creative Commons Licence

eISSN: 0128-0945 © Year. The Authors. Published for Malaysia Institute of Planners. This is an open-access article under the CC BY-NC-ND license.

The authors hold the copyright without restrictions and also retain publishing rights without restrictions.