Factors Influencing Museum Visits: An Empirical Study in Vietnam

This paper aims to investigate factors affecting museum visits of young people in Vietnam by sending questionnaires to 2106 young people aged between 14-30 in Vietnam. With the support of SPSS version 2016 and STATA version 22, this paper illustrates that the empirical findings are appropriate with previous literature reviews. Research hypotheses such as learning purposes, intrinsic motivation, extrinsic motivation, and museum architecture are significantly and positively correlated with museum visits measured through customer visiting intention, customer satisfaction, and customer loyalty. Furthermore, males have a stronger interest in visiting the museum but a low re-visit intention than females. People with a higher level of education and higher income are also more likely to visit the museum than those with a lower level of education and income. Finally, the research results suggest that the family class and the orientation of parents play an important role in encouraging children to increase museum visiting intention; however, children of high-class families are less likely to have a high intention, satisfaction, and loyalty toward museum visitation than children of lower-class families.