Foreign Travellers’ Museum Motivation and Museum Service Quality in Thailand: Comparison of Solo Female and General Travellers
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Abstract
Despite the increasing interest in solo female travellers on museum visit in Thailand, related topics have not received adequate attention from researchers. In this regard, this study attempted to explore the overall museum experience by identifying the nature of visit motivation and service quality assessment. For differentiated strategies, this study further examined the differences between solo female travellers and general travellers toward motivation and service quality components. This study identify the principal constructs of the museum motivation and museum service quality dimension, using the method by a factor analysis with a varimax Kaiser Normalization rotation which was conducted on the proposed structure of each item. The evaluation of internal consistency reliability for each of factors was also used by Cronbach’s coefficient alpha. Lastly, binary logistic regression analysis was executed (Hosmer & Lemeshow, 1989). To expose the differences in museum motivations (escapism, learning, social and family interaction, and curiosity) and museum service quality components (facilities, staff services, and exhibition experience) based on the solo female traveller and general travellers. Results showed that solo female travellers and general travellers have similar motivations to visit museums. However, escapism, learning, and curiosity motivation were more related to solo female travellers, while social and family interaction was more associated with general travellers. Regarding the components of museum service quality, staff services and exhibition experience were more positively related to solo female travellers, while facilities was the most important element to general travellers.
Keywords: Solo Female Traveller, Motivation, Museum Experience, Museum Service Quality, Thailand Museum
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