INVESTIGATING THE MUSEUM VISITOR EXPERIENCE AT THE ARCHAEOLOGICAL MUSEUMS OF JERASH AND UMM QAIS

Abstract

Museums today are faced with a number of challenges and currently are searching for ways to attract, retain audiences and engage with the public. In order to address these issues, researchers have called for studies to help construct a com-plete understanding of the visitor experience. Few studies employ methodological approaches that provide in-depth accounts of the museum experience. This article reports prel-iminary findings from a narrative research study that is aimed to explore sustained visitor/museum relationships. The narrative methodology adopted for this study provides novel insights into the nature of these relationships and extends our understanding of those museum experiences that build and strengthen relationships with visitors, including the affluent ones. Historically, museums have served as important sites for cultural engagement. Despite the significant role they play in society, museums today are faced with a number of challen-ges. Some of these challenges stem from reduced government funding, resulting in increased pressure to attract diverse audiences and a need to justify the public value of museums. Other challenges may be attributed to the rapidly changing society in which we live—changes in demographics, lifestyle, leisure time activities, as well as communication and technology. The main purpose of this research is to identify the profiles of visitors, and understand better their needs as well as the numerous ways in which they experience Jerash and Umm Qais museums in Jordan. This study showcases also the main problem of Jerash and Umm Qais museums; a revision in quality of services, a marketing plan, and an activation of the educational programs in these two museums are highly recommended.