Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Need for Interactive Technology in Brunei Museum: An Empirical Study of Visitor Experience

Fahmi Ibrahim, Nurfadhlina M Zainin, Salamiah A Jamal

http://dx.doi.org/10.6007/IJARBSS/v11-i16/11227

Open access

This article aims to understand visitor experience in Brunei Museum and gauge visitors’ views on interactive technology in museums with regards to satisfaction. Based on a sample of 129 respondents, a quantitative study was conducted, and the findings conclude that contemporary museum initiatives have a minimal impact on visitors’ levels of satisfaction. With only the aspects of meaningful experience and learning outcomes being successfully practised, visitors perceived Brunei Museum as old-fashioned and offering little by way of interactive engagement. The need for interactive exhibitions with passive and active technologies should positively impact the visitor's social experience. This article contributes to the literature addressing the social experience phenomenon in a cultural, educational, and touristic context. It also provides important implications for managers involved in the design and management of technology-empowered tourism experiences.

Abuamoud, I., Ibrahim, A., & Alrousan, R. (2018). Measuring tourists’ satisfaction and loyalty: A perception approach. Quality management journal. 25(2), 101-107.
Adam, M., Zheng, S., & Woodcock, A. (2005). Surprise and illusion: Design strategies for interactive museum exhibits. In Ciolfi, L., Cooke, M., Hall, T. Bannon, L. J. & Oliva, S. (Eds.). Re-thinking technology in museums: Towards a new understanding of people’s experience in museums. 18-25. Ireland: University of Limerick.
Ahlamo, E. (2013). Interactive exhibitions. The use of interactivity in educational exhibitions. (Master’s thesis, Tampere University of Applied Science), Retrieved from https://www.theseus.fi/bitstream/handle/10024/57802/Ahlamo_Eeva-Kaisa.pdf?sequence=1&isAllowed=y.
Ahmad, S., Abbas, M. Y., Taib, M. Z. M., & Masri, M. (2014). Museum Exhibition Design: Communication of meaning and the shaping of knowledge. Procedia-Social and Behavioral Sciences, 153, 254-265.
Alwi, A., & McKay, E. (2013). Understanding children’s museum learning from multimedia instruction. IADIS International Conference e-Learning. 25-32. Retrieved from https://files.eric.ed.gov/fulltext/ED562303.pdf.
Budhwar, K. (2017). The role of technology in education. International journal of engineering applied sciences and technology. 2(8), 55-57.
Cerquetti, M. (2016). More is better! Current issues and challenges for museum audience development: A literature review. Journal of Cultural Management & Policy, 6(1), 30-43.
Chang, C. C., Yan, C. F., & Tseng, J. S. (2012). Perceived convenience in an extended technology acceptance model: Mobile technology and English learning for college students. Australasian Journal of Educational Technology. 28(5), 809-826.
Davidson, L., & Sibley, P. (2011). Audiences at the “new” museum: Visitor commitment, diversity and leisure at the Museum of New Zealand Te Papa Tongarewa. Visitor Studies, 14(2), 176-194.
Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal Man-Machine Studies. 38, 475-487.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2011). The Sage handbook of qualitative research. Sage.
Dizon, C. A. (2017). Journey to the centre of the museum: Cognitive, object and introspective user experiences in a design museum. (Master’s thesis, Lund University).
Falk, J., & Dierking, L. (1992). Redefining the museum experience: The interactive experience model. 172-176. Retrieved from
http://www.informalscience.org/sites/default/files/VSA-a0a5b9-a_5730.pdf.
Giampiccoli, A., Mtapuri, O., & D?u?ewska, A. (2020). Investigating the intersection between sustainable tourism and community-based tourism. Tourism: An International Interdisciplinary Journal, 68 (4), 415-433. https://doi.org/10.37741/t.68.4.4
Gilmore, A., & Rentschler, R. (2002). Changes in museum management: A custodial or marketing emphasis? Journal of Management Development, 21(10), 745-760.
Hardy, M. (2004). Summarizing distributions. In Hardy, M. & Bryman, A. (Eds.). Handbook of data analysis. 35-43. Wiltshire: SAGE Publications, Inc.
Hashim, A. F., Taib, M. Z., & Alias, A. (2014). The integration of interactive display method and heritage exhibition at museum. Procedia – Social and Behavioral Sciences. 153, 308-316.
Hellgren, R. K. (2015). Designing for museum relevancy: improving innovation and adaptability in museum management with design thinking. (Master’s thesis, Kent State University). Retrieved from
https://etd.ohiolink.edu/!etd.send_file?accession=kent1429521944&disposition=inlin
Hernández, S. R. (2017). Vapriiki case: design and evaluation of an interactive mixed-reality museum exhibit. (Master’s thesis, University of Tampere). Retrieved from https://pdfs.semanticscholar.org/61ca/77ac99f969922b49b79139d6dc8d595b6a33.pdf.
Hudson, K. (1997). The concept of public quality in museums. In Negri, M., Niccolucci, F. & Sani, M. (Eds.). Quality in museums. 18-21. Retrieved from
http://www.culturalinformatics.org.uk/sites/culturalinformatics.org.uk/files/quality.pdf.
Ibrahim, F., & Zainin, N. M. (2021). Exploring the Technological Impacts: The Case of Museums in Brunei Darussalam, International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA), IGI Global, 5(1), 1-18.
Jafari, A., Taheri, B., & Vom Lehn, D. (2013). Cultural consumption, interactive sociality, and the museum. Journal of Marketing Management, 29(15-16), 1729-1752.
Komarac, T., Ozretic-Dosen, D., & Skare, V. (2017) Understanding competition and service offer in museum marketing. Academia Revista Latinoamericana de Administración, 30(2), 215-230.
Lehn, D., & Heath, C. (2005). Accounting for new technology in museum exhibitions. International journal of arts management. 7(3), 11-21.
Memi?o?lu, H., & Kamçi, S. (2013). Museum of social studies in education students’ attitudes and views. International Journal on New Trends in Education and Their Implications. 4(3), 121-138. Retrieved from
http://www.ijonte.org/FileUpload/ks63207/File/14.memisoglu.pdf.
Not, E., & Petrelli, D. (2018). Blending customization, context-awareness and adaptivity for personalized tangible interaction in cultural heritage. International Journal of Human-Computer Studies.
O’Mahony, C. (2013). Working group ‘New trends in museums of the 21st century.’ Survey 2012 ‘Key trends in museums.” The learning museum. 61-84. Retrieved from http://online.ibc.regione.emilia-romagna.it/I/libri/pdf/LEM7th-report-new-trends-in-museums-of-the-21st-century.pdf.
Othman, M. K. (2012). Measuring visitors’ experiences with mobile guide technology in cultural spaces. (PhD dissertation, University of York)
Packer, J. (2008). Beyond learning: Exploring visitors’ perceptions of the value and benefits of museum experiences. 51(1), 33-54.
Pekarik, A., Doering, Z., & Karns, D. (1999). Exploring satisfying experiences in museums. Curator: The museum journal. 42(2), 152-173.
Pop, I. L. & Borza, A. (2016). Technological innovations in museums as a source of competitive advantage. The 2nd International Scientific Conference SAMRO 2016. 398-405.
Pulh, M., & Mencarelli, R. (2015). Web 2.0: Is the museum-visitor relationship being redefined? International Journal of Arts Management, 18(1), 43-51.
Reino, S., Mitsche, N., & Frew, A. (2007). The contribution of technology-based heritage interpretation to the visitor satisfaction in museums. Information and communication technologies in tourism 2007. 341-352. Vienna: Springer.
Rentschler, R., & Gilmore, A. (2002). Museums: Discovering services marketing. International Journal of Arts Management, 5(1), 62-72.
Ryan, C., & Trinh, T. (2013). Museums, exhibits and visitor satisfaction: A study of the Cham Museum, Danang, Vietnam. Journal of tourism and cultural change. 11(4), 239-263.
Scoffield, S., & Liu, J. (2014). Online marketing communications and the postmodern consumer in the museum context. Retrieved 2 December, 2020, from Cambridge University, Cambridge Business & Economics Conference (CBEC) web site:
http://www.gcbe.us/2014_CBEC/data/Susan%20Scoffield,%20Jie%20Liu.pdf.
Sienkiewicz, N. (2015). Creating meaningful experiences in art museums. In Anderson, D., Cosson, A., & McIntosh, L. (Eds.), Research informing the practice of museum educators. 231-245. Rotterdam: Sense Publishers.
Sirová, K. (2017). Museum exhibition as an educational medium. Apheleia – Integrated cultural landscape management for local and global sustainability intensive program 2017. Retrieved from
http://www.apheleiaproject.org/apheleia/upload2017/Museum%20Exhibition%20as%20an%20educational%20medium.pdf.
Sökmen, S., Yolal, M., & Özel, Ç. H. (2020). Does Museum Marketing Meet Postmodern Conditions? Advances in Hospitality and Tourism Research (AHTR), 8(2), 288-313.
Stogner, M. (2009). The media-enhanced museum experience: debating the use of media technology in cultural exhibitions. Retrieved from http://web.mit.edu/comm-forum/legacy/mit6/papers/Stogner.pdf.
Stogner, M. (2011). The immersive cultural museum experience – creating context and story with new media technology. The international journal of the inclusive museum. 3(3), 118-130.
Taheri, B., O’Gorman, K., & Baxter, I. (2016). Contemporary issues in museums and heritage marketing management: Introduction to the special issue. Journal of Marketing Management, 32(15-16), 1387-1391.
Thomas, S. (1999). Interactive media and the museum experience. Archives and museum informatics. 164-168.
Vaz, R., Fernandes, P. O., & Veiga, A. (2018). Interactive technologies in museums: How digital installations and media are enhancing the visitors’ experience. In Rodrigues. J., Ramos, C., Cardoso, P., & Henriques, C. (2018). Handbook of research on technological developments for cultural heritage and eTourism applications. 30-53. Hershey: IGI Global.
Waltl, C. (2006). Museums for visitors: Audience development – A crucial role for successful museum management strategies. Intercom 2006 conference paper. Retrieved from http://intercom.museum/documents/1-4Waltl.pdf.

In-Text Citation: (Ibrahim et al., 2021)
To Cite this Article: 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.