ABSTRACT
Tourism in many aspects is involving many experiential activities. Museum is one of tourist attractions that arise visitors’ emotional experience. The visitor experience is important in terms of developing and managing museum to maintain visitors’ visit. This study tries to analyze visitors’ different types of experience and expectations when they visit museum through perceived value. The data is collected and analyzed using Schmitt’s experiential marketing approach and a questionnaire of visitor experience and expectations. Some related discussions were proposed at the end of this paper.
