Enhancing Museum-Based Learning Engagement: The Role of Atmosphere and E-WOM among Student Visitors to the Indonesian Postal Museum

Abstract

Objective: This study investigates the influence of physical atmosphere and electronic word of mouth (E-WOM) on student visitors’ intention to visit the Indonesian Postal Museum in Bandung. The research is driven by the declining interest in museum visits among younger demographics, despite the institution’s historical and educational value. Strengthening informal learning environments such as museums is essential to enhancing student engagement beyond the classroom. Method: A quantitative approach with descriptive and verification design was employed. Data were gathered through a non-probability sampling technique by distributing questionnaires to 397 student respondents who have visited or intend to visit the museum. Data analysis involved validity and reliability tests, classical assumption testing, multiple linear regression, T-tests, F-tests, and the coefficient of determination, processed using IBM SPSS 27. Results: The findings reveal that (1) atmosphere has a positive and significant, though moderate, effect on students’ intention to visit; (2) E-WOM shows a strong and significant influence, indicating its dominant role in shaping visit intentions; and (3) both variables together account for 40.2% of the variance in intention to visit, with the remaining 59.8% likely influenced by other factors such as accessibility, lifestyle, or promotional strategies. Novelty: This research offers a novel integrative perspective by linking environmental cues (atmosphere) with digital communication (E-WOM) in the context of cultural and informal education. Unlike prior studies that examined these elements separately, this research highlights how the synergy between physical and virtual experiences can enhance student motivation and engagement with informal learning sites like museums, offering valuable insights for educators and cultural institutions seeking to increase educational outreach in the digital age.