The Effectiveness of Museumscape on Visiting Intentions at Museums in DKI Jakarta

Abstract

This study investigates the role of Museumscape in influencing Visitor Attitudes and Visiting Intentions towards museums in DKI Jakarta. Using a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM), the research examines the relationships among Museumscape, Visitor Attitudes, and Visiting Intentions, where Visitor Attitudes as mediating variable. Data were collected from 200 respondents who visited museums managed by DKI Jakarta Provincial Tourism and Culture Office. The results confirm that Museumscape, significantly and positively affects both Visitor Attitudes and Visiting Intentions. Specifically, dimensions such as ambient conditions, staff behavior, facilities, art gallery quality, aesthetics, and signage play a critical role in shaping positive perceptions and intentions. Additionally, Visitor Attitudes were found to mediate the relationship between Museumscape and Visiting Intentions, highlighting their importance in driving behavioral outcomes. The study concludes that enhancing Museumscape elements can improve visitor satisfaction, attitudes, and intentions to visit, offering valuable insights for museum managers to develop effective strategies that align with modern visitor preferences.