Managing Experiential Marketing in Museum Geology

Abstract

Museum is a part of cultural heritage destination and is important as tourist attraction for both local and foreign visitors in tourist destination (Jansen-Verbeke & Van Rekom, 1996). In order to create valuable and memorable experience for visitor in Museum, the understanding of experiential marketing is important for management of Museum (Chan & Yeoh, 2010). Therefore, this research project is written to understand current situation of experiential marketing in Museum of Geology Banding as one of tourist destination in Banding using Pine and Gilmore Framework. This study is addressed to management of Geology Museum Banding in order to manage experiential marketing for visitors. The research philosophy that appropriate in this research is positivism, so that the approach for this research is deductive approach. According to Slovin's formula and the number of sample in previous research which using quantitative method, sample size of 100 respondent is the rational number for this research. The descriptive statistic is used by using SPSS version 22 to analyse the primary data collected. This research has presented visitors experiences of four dimensions of experiential marketing in Geology Museum Banding using Pine and Gilmore's four realms of experience framework. However, Geology Museum provides several experiential marketing activity but need to be developed to improve visitors experience and customer engagement. The finding from this research project can be used by management of Geology Museum in order to manage experiential marketing.