Museum visitors’ experiential factors and recommendation intention

Museums are an integral tourist destination across the globe because it is not only playing as a strategic role in education but indirectly, it exposed visitors to real-life experiences. Museums are also now shifted from the collection centered towards visitors centered. Hence, understand the visitors’ experience is crucial as it will help museum to enhance their performance in the future and increase the visitors’ level of satisfaction ultimately lead to behavioral intention. Experience economy is to capture tourism experience gained by the stakeholders that enable the organization or practitioner to identify their strength and weaknesses. From the result, the organizations strive in adding value or craft new strategies in order to gain high revenue. This concept has been widely used in varies context of tourism industry such as bed and breakfast, cruise, wine, boutique hotel, festival and with this concept, the researcher able to find which type of experience playing a dominant part in a certain event or occurrence. This paper seeks to provide a deeper understanding about the four realms of experience economy in the context of museum visitors’ experience towards their satisfaction and intention to recommend the destination to other prospect visitors.