Profiling the Millennial Visitors of the Smart Museum and Satisfaction of Visit: A Case Study of the Borneo Culture Museum, Sarawak Malaysia
Keywords:
Museum, Smart Museum, Millennials, Visitors’ Profile, Borneo Culture Museum, Satisfaction
Abstract
The pandemic has shifted museums to a new paradigm in which technology plays an increasingly important role in museum operations. More museums are investing in technology installations to give visitors a more distinctive and meaningful experience. Concerning technology, millennials (also called Generation Y) are an important market segment for museums. The increasing number of millennials visiting museums requires the related stakeholders to understand the millennial visitors' profile to serve them better. Hence, the purpose of this study is to assess the profile of Millennial visitors of the smart museum and investigate the role of technology in visitors’ satisfaction. This study employed five trained enumerators to approach the millennial visitors at the study location, the Borneo Culture Museum in Kuching, Sarawak. The descriptive analysis was used to achieve the first objective followed by the simple linear regression for the second objective. The findings include demographic background, types of visits, source of information about the museum, travel companion, motivation to visit, time spent inside the exhibition galleries and the influence of technology on visitors’ satisfaction. The findings will be helpful as an addition to the existing knowledge of the museum research and can aid the future study in extending the study related to the millennial generation and the smart museum.
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References
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Kapferer, J. N., & Valette-Florence, P. (2022). The myth of the universal millennial: comparing millennials’ Perceptions of luxury across six countries. International Marketing Review, 39(2), 149–165.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures, 7(2), 192–196. https://doi.org/10.1108/JTF-10-2019-0106
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Kono, T., Adetunji, O., Jur?ys, P., Niar, S., Okahashi, J., & Rush, V. (2020). The Impact of COVID-19 on Heritage: An Overview of Survey Responses by ICOMOS National Committees (2020) and Paths Forward. https://openarchive.icomos.org/id/eprint/2415/
Kumraksa, P., & Monpanthong, P. (2024). Museum Management Factors Affecting Generation Y Visitors’ Decision-Making to Visit Museums. Pertanika Journal of Social Sciences and Humanities, 32(1), 255–278.
Lee, H. (2020). Are Millennials Coming to Town? Residential Location Choice of Young Adults. Urban Affairs Review, 56(2), 565-604. https://doi.org/10.1177/1078087418787668
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Preko, A., Gyepi-Garbrah, T.F., Arkorful, H., Akolaa, A.A. & Quansah, F. (2020). Museum experience and satisfaction: the moderating role of visiting frequency. International Hospitality Review, 34(2), 203-220. https://doi.org/10.1108/IHR-04-2020-0009
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Ser, S. (2020). Museums and Tourism: Reengineering the Role of Museums in Malaysia’s Cultural Heritage Tourism. Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 145–157.
Tan, L. Y., & Abd Halim, N. (2021). A Review on The Influence of Social Media in Travel Decision of Youth Travelers. Journal of Tourism, Hospitality and Environment Management, 6(26), 186–195
Trunfio, M., & Lucia, M.D., Campana, S., & Magnelli, A. (2021). Innovating the cultural heritage museum service model through virtual reality and augmented reality: the effects on the overall visitor experience and satisfaction. Journal of Heritage Tourism, 17(7). https://doi.org/10.1080/1743873X.2020.1850742.
UNESCO (2020). Museums around the World in the Face of COVID-19. https://unesdoc.unesco.org/ark:/48223/pf0000373530.
Vada, S., Prentice, C., Filep, S., & King, B. (2022). The influence of travel companionships on memorable tourism experiences, well-being, and behavioral intentions. International Journal of Tourism Research, 24(5), 714– 724. https://doi.org/10.1002/jtr.2533
Vada, S., Filep, S., Moyle, B., Gardiner, S. & Tuguinay, J. (2023). Welcome back: Repeat visitation and tourist wellbeing, Tourism Management, 98, 104747. https://doi.org/10.1016/j.tourman.2023.104747
Yang, H. & Guo, L. (2024). Evolution of exhibition space strategies in smart museums: A historical transition from traditional to digital. Herança, 7(1), 1-11. https://doi.org/10.52152/heranca.v7i1.851
Yang, X., & Zhang, L. (2022). Smart tourism technologies towards memorable experiences for museum visitors. Tourism Review, 77(4), 1009–1023. https://doi.org/10.1108/TR-02-2022-0060
Yousaf, A., Mishra, A., & Amin, I. (2021). Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: a mixed method approach. Tourism Recreation Research, 48(2), 286–304.
Zhou, Q., Pu, Y., & Su, C. (2023). The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asia Pacific Journal of Marketing and Logistics, 35(6), 1313–1329.
Annechini, C., Menardo, E., Hall, R., & Pasini, M. (2020). Aesthetic Attributes of Museum Environment Experience: A Pilot Study with Children as Visitors. Front. Psychol. 11, 508300.
Arumugam, A., Nakkeeran, S., & Subramaniam, R. (2023). Exploring the Factors Influencing Heritage Tourism Development: A Model Development. Sustainability, 15(15), 11986. https://doi.org/10.3390/su151511986
Balducci, F., Buono, P., Desolda, G., Impedovo, D., & Piccinno, A. (2020). Improving smart interactive experiences in cultural heritage through pattern recognition techniques. Pattern Recognition Letters, 131, 142–149.
BERNAMA (2023). Melaka bangunkan muzium maya himpunkan 26,000 artifak, dokumen. https://www.astroawani.com/berita-malaysia/melaka-bangunkan-muzium-maya-himpunkan 26000-artifak-dokumen-435163
Borneo Talk (2020). Museum of Wonder. Jan-Mar 2020, 55, (28-31). https://www.borneotalk.com/e-magazine/
Brailovskaia, J., & Bierhoff, H.W. (2020). The narcissistic Millennial generation: A study of personality traits and online behavior on Facebook. Journal of Adult Development, 27(1), 23–35
Cakici, A.C., Akgunduz, Y. and Yildirim, O. (2019). The impact of perceived price justice and satisfaction on Loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443-462.
Calvo-Porral, C. & Pesqueira-Sanchez, R. (2020). Generational differences in technology behavior: comparing millennials and Generation X. Kybernetes, 49(11), 2755–2772.
Chen, X., Dai L., Marcus, A., & Rosenzweig, E. (2020). A study on travel experience design based on the motivation of Chinese millennials to travel alone HCII 2020: Design, User Experience, and Usability. Case Studies in Public and Personal Interactive Systems, 2020, Springer, New York, NY, USA. https://doi.org/10.1007/978-3-030-49757-6_42
Chen, Y., Wang, X., Le, B., & Wang, L. (2024). Why people use augmented reality in heritage museums: a socio-technical perspective. Heritage Science, 12, 108. https://doi.org/10.1186/s40494-024-01217-1
Cotter, K. N., Fekete, A., & Silvia, P. J. (2021). Why Do People Visit Art Museums? Examining Visitor Motivations and Visit Outcomes. Empirical Studies of the Arts, 40(2), 275-295.
Department of Museum Malaysia (DMM) (2023). Laporan Tahunan JMM. http://www.jmm.gov.my/files/Laporan%20Tahunan%20JMM%202023%20Terkini.pdf.
Department of Museum Malaysia (DMM) (2024). FAQs http://www.jmm.gov.my/en/faqs
Deb, M. (2020). An empirical investigation on heritage destination positioning and loyalty. Current Issues in Tourism, 24(12), 1735–1748. https://doi.org/10.1080/13683500.2020.1803806
Días, A., Melo, J., & Patuleia, M. (2022). Creative tourism and mobile apps: A comparative study of usability, Functionality of travel apps. International Journal of Hospitality & Tourism Systems, 15 (1), 17–29.
Du, X., Liechty, T., Santos, C. A., & Park, J. (2020). I want to record and share my wonderful journey’: Chinese. Millennials’ production and sharing of short-form travel videos on TikTok or Douyin. Current Issues in Tourism, 25, 1-13. https://doi.org/10.1080/13683500.2020.1810212
Fauzi, H., Sharif, H. M., & Razak, R. A. (2022). Virtualization of Digitalized Cultural Assets to Promote Sustainable Heritage Tourism in Malaysia. International Journal of Environment, Architecture, and Societies, 2(02), 85-99. https://doi.org/10.26418/ijeas.2022.2.02.85-99
Galdames, S., & Guihen, L. (2022). Millennials and leadership: a systematic literature review. Total Quality Management and Business Excellence, 33(1–2), 146–162.
Hou, Y. (2024). Application of intelligent Internet of things and interaction design in Museum Tour, Heliyon 10, 16. https://doi.org/10.1016/j.heliyon.2024.e35866.
Ibrahim, F., Zainin, N. M., & Jamal, S. A. (2021). The Need for Interactive Technology in Brunei Museum: An Empirical Study of Visitor Experience. International Journal of Academic Research in Business and Social Sciences, 11(16), 180–198. : http://dx.doi.org/10.6007/IJARBSS/v11-i16/11227
ICOM (2022). ICOM approves a new museum definition. https://icom.museum/en/news/icom-approves-a-new-museum-definition/
ICOM (2024). History of ICOM. https://icom.museum/en/about-us/history-of-icom/
Jääskeläinen, A. (n.d.). Customer Profiling in Art Museums Case Oulu Museum of Art. (Unpublished Degree Thesis). Lapland University of Social Sciences. https://www.theseus.fi/bitstream/handle/10024 /503568/Customer%20Profiling%20in%20Art%20Museums.pdf?sequence=2
Javed, M., Tu?ková, Z., & Jibril, A. B. (2020). The role of social media on tourists’ behavior: An empirical analysis of millennials from the Czech Republic. Sustainability (Switzerland), 12(18), 7735.
Kapferer, J. N., & Valette-Florence, P. (2022). The myth of the universal millennial: comparing millennials’ Perceptions of luxury across six countries. International Marketing Review, 39(2), 149–165.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures, 7(2), 192–196. https://doi.org/10.1108/JTF-10-2019-0106
Kim, D. Y., & Park, S. (2020a). Rethinking millennials: how are they shaping the tourism industry? In Asia Pacific Journal of Tourism Research, 25(1), 1–2. https://doi.org/10.1080/10941665.2019.1667607
Kim, S., & Chung, J. (2020b). Enhancing visitor return rate of national museums: application of data Envelopment analysis to millennials. Asia Pacific Journal of Tourism Research, 25(1), 76–88.
Kono, T., Adetunji, O., Jur?ys, P., Niar, S., Okahashi, J., & Rush, V. (2020). The Impact of COVID-19 on Heritage: An Overview of Survey Responses by ICOMOS National Committees (2020) and Paths Forward. https://openarchive.icomos.org/id/eprint/2415/
Kumraksa, P., & Monpanthong, P. (2024). Museum Management Factors Affecting Generation Y Visitors’ Decision-Making to Visit Museums. Pertanika Journal of Social Sciences and Humanities, 32(1), 255–278.
Lee, H. (2020). Are Millennials Coming to Town? Residential Location Choice of Young Adults. Urban Affairs Review, 56(2), 565-604. https://doi.org/10.1177/1078087418787668
Liu, S., & Guo, J. (2024). Smart Museum and Visitor Satisfaction. Journal of Autonomous Intelligence 7(3), https://doi.org/10.32629/jai.v7i3.1242
Liu, Q., & Sutunyarak, C. (2024). The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention. Sustainability, 16(22), 9714. https://doi.org/10.3390/su16229714
Maliki, M. A., & Wahid, W. A. (2021). Visitors’ Behavioral Patterns and the Interactive Models at the Penang House of Music, Malaysia. International Journal of Art & Design, Universiti Teknologi MARA Cawangan Melaka, 4(4), 28-40.
Museum Booster (2021). Museum Innovation Barometer 2021. https://cultureactioneurope.org/wp-content/uploads/2021/08/Museum-Innovation-Barometer-2021.pdf
Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
Pencarelli, T., Gabbianelli, L., & Savelli, E. (n.d.). The tourist experience in the digital era: the case of Italian millennials. Sinergie Italian Journal of Management. 38, 165-190.
Prakash, K., & Tiwari, P. (2021). Millennials and Post Millennials: A Systematic Literature Review. Publishing Research Quarterly, 37(1), 99–116.
Prayag, G., Hassibi, S., & Nunkoo, R. (2019). A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and prospects. Journal of Hospitality Marketing & Management, 28(1), 51–80. https://doi.org/10.1080/19368623.2018.1504367
Preko, A., Gyepi-Garbrah, T.F., Arkorful, H., Akolaa, A.A. & Quansah, F. (2020). Museum experience and satisfaction: the moderating role of visiting frequency. International Hospitality Review, 34(2), 203-220. https://doi.org/10.1108/IHR-04-2020-0009
Rasoolimanesh, S.M., Seyfi, S, Hall, C.M., & Hatamifar. P (2021). Understanding Memorable Tourism Experiences and Behavioral Intentions of Heritage Tourists. Journal of Destination Marketing & Management, 21, 100621. https://doi.org/10.1016/j.jdmm.2021.100621
Richards, G., & Morrill, W. (2020). Motivations of global millennial travelers. Revista Brasileira de Pesquisa em Turismo, 14(1), 126–139. https://doi.org/10.7784/rbtur.v14i1.1883
Ser, S. (2020). Museums and Tourism: Reengineering the Role of Museums in Malaysia’s Cultural Heritage Tourism. Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 145–157.
Tan, L. Y., & Abd Halim, N. (2021). A Review on The Influence of Social Media in Travel Decision of Youth Travelers. Journal of Tourism, Hospitality and Environment Management, 6(26), 186–195
Trunfio, M., & Lucia, M.D., Campana, S., & Magnelli, A. (2021). Innovating the cultural heritage museum service model through virtual reality and augmented reality: the effects on the overall visitor experience and satisfaction. Journal of Heritage Tourism, 17(7). https://doi.org/10.1080/1743873X.2020.1850742.
UNESCO (2020). Museums around the World in the Face of COVID-19. https://unesdoc.unesco.org/ark:/48223/pf0000373530.
Vada, S., Prentice, C., Filep, S., & King, B. (2022). The influence of travel companionships on memorable tourism experiences, well-being, and behavioral intentions. International Journal of Tourism Research, 24(5), 714– 724. https://doi.org/10.1002/jtr.2533
Vada, S., Filep, S., Moyle, B., Gardiner, S. & Tuguinay, J. (2023). Welcome back: Repeat visitation and tourist wellbeing, Tourism Management, 98, 104747. https://doi.org/10.1016/j.tourman.2023.104747
Yang, H. & Guo, L. (2024). Evolution of exhibition space strategies in smart museums: A historical transition from traditional to digital. Herança, 7(1), 1-11. https://doi.org/10.52152/heranca.v7i1.851
Yang, X., & Zhang, L. (2022). Smart tourism technologies towards memorable experiences for museum visitors. Tourism Review, 77(4), 1009–1023. https://doi.org/10.1108/TR-02-2022-0060
Yousaf, A., Mishra, A., & Amin, I. (2021). Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: a mixed method approach. Tourism Recreation Research, 48(2), 286–304.
Zhou, Q., Pu, Y., & Su, C. (2023). The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asia Pacific Journal of Marketing and Logistics, 35(6), 1313–1329.
Published
2025-03-29
How to Cite
Ismail, N., Mat Som, A. P., & Hanafiah, , M. H. (2025). Profiling the Millennial Visitors of the Smart Museum and Satisfaction of Visit: A Case Study of the Borneo Culture Museum, Sarawak Malaysia. Information Management and Business Review, 17(1(I)S), 87-100. https://doi.org/10.22610/imbr.v17i1(I)S.4441
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Copyright (c) 2025 Noralisa Ismail, Ahmad Puad Mat Som, , Mohd Hafiz Hanafiah
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