Museum Management Factors Affecting Generation Y Visitors’ Decision-Making to Visit Museums

Abstract

Generation Y visitors, the largest portion of the population, are now passionate about traveling to an attractive destination and are open to new experiences. Museums, which traditionally attracted older visitors, are beginning to adapt and evolve to better connect with younger visitors, especially Generation Y, who have different desires and expectations. This quantitative research examines the museum management factors influencing Generation Y visitors’ decision-making to visit museums. A questionnaire was used to collect data from 400 Generation Y Thai museum visitors. The data were analyzed using binary logistic regression. The results reveal four factors affecting Generation Y visitors’ decision-making to visit museums—facilities, interpretation, technology/innovation, and activities—with a statistical significance of 0.05. The museum focusing on Generation Y visitors should provide facilities, interpretation, activities, technology, and innovation, as this study recommends. Therefore, the museum management focusing on Generation Y visitors should strive to create new experiences through interactive and innovative activities, aligning with technology to satisfy, excite and engage this generation.

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