The influence of museum experience on revisit intention at Museum Sri Baduga
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Abstract
The primary objective of this research is to examine and quantify the influence of museum experience on tourists’ intention to revisit Museum Sri Baduga, Bandung. The research was motivated by the rise in Indonesia’s tourism ranking, which has not translated into increased museum visitation rates. While prior research has demonstrated the role of museum experience in generating visitor satisfaction, there remains a gap in understanding how satisfaction affects behavioral loyalty. This research employed a quantitative approach using survey data collected from 106 tourists aged 17 years and above between March and April 2025. A simple linear regression analysis revealed that museum experience explained 74% of the variance in revisit intention, with celebrative experience emerging as the most influential dimension. Findings indicated that most satisfied visitors prefer recommending the museum to others over repeat visits, highlighting a disconnect between satisfaction and return intention. The study concluded that improving social interactivity, immersive programming, and tour guide quality may enhance engagement and encourage sustained visitation.
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How to Cite
Anindita, N. R., Maulana, M., & Novarlia, I. (2025). The influence of museum experience on revisit intention at Museum Sri Baduga. Indonesia Accounting Research Journal, 13(1), 88–97. https://doi.org/10.35335/iacrj.v13i1.518
References
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Arkes, J. (2023). Regression Analysis: A Practical Introduction (2nd Editio). Routledge. https://doi.org/https://doi.org/10.4324/9781003285007
Billy, & Soeprapto, V. S. (2024). Analisis Pengaruh Museum Experience terhadap Revisit Intention di Museum Seni Rupa dan Keramik. Jurnal Pendidikan Sejarah Dan Riset Sosial Humaniora (KAGANGA), 7, 1–23.
Ceccarelli, S., Cesta, A., Cortellessa, G., De Benedictis, R., Fracasso, F., Leopardi, L., Ligios, L., Lombardi, E., Malatesta, S. G., Oddi, A., Pagano, A., Palombini, A., Romagna, G., Sanzari, M., & Schaerf, M. (2024). Evaluating visitors’ experience in museum: Comparing artificial intelligence and multi-partitioned analysis. Digital Applications in Archaeology and Cultural Heritage, 33(April), e00340. https://doi.org/10.1016/j.daach.2024.e00340
Falk, J. H., & Dierking, L. D. (1992). The Museum Experience. In Routledge (Taylor & Francis Group). Routledge.
Falk, J. H., & Dierking, L. D. (2000). Learning from Museums (2nd ed.). Rowman & Littlefield Publishers / AASLH.
Himawan Sardju, Indrianawati Usman, & Sri Wahyuni Astuti. (2023). The Identity Of Loyalty To The Surabaya Hero Museum In East Java. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 1–11. https://doi.org/10.21070/jbmp.v9i1.1665
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Kristiutami, Y. P., Dewi, D. P., & Syarifuddin, D. (2020). Pengaruh Pengalaman Museum Experience Terhadap Kepuasan Pengunjung Di Museum Sri Baduga. Jurnal Nusantara (Jurnal Ilmiah Pariwisata Dan Perhotelan), 3(2), 2597–5323. https://jurnal.akparda.ac.id/
Li, J., Zheng, X., Watanabe, I., & Ochiai, Y. (2024). A systematic review of digital transformation technologies in museum exhibition. Computers in Human Behavior, 161(August), 108407. https://doi.org/10.1016/j.chb.2024.108407
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Mahmudi Rosid, M. (2024). Adventure Destinations In Indonesia: The Function Of Perceived Value, And Effect On Visitor Experience And Revisit Intention. International Journal of Educational Research & Social Sciences, 4(6), 1019–1035. https://doi.org/10.51601/ijersc.v4i6.717
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Nurul, *, Umayra, A., Umayra, N. A., & Wulandari, D. P. (2023). Pengaruh Museum Experience terhadap Minat Berkunjung Kembali Wisatawan di Museum Adityawarman. Jurnal Manajemen Pariwisata Dan Perhotelan, 1(2), 110–121. https://doi.org/
Ramukumba, T. (2018). Tourists revisit intentions based on purpose of visit and preference of the destination. A case study of Tsitsikamma National Park. African Journal of Hospitality, Tourism and Leisure, 7(1), 1–10.
Rebelo, T. M., & Blanco, A. C. (2020). Enhancing Recommendations and Revisit Intentions to Museums through Experiences: The Mediated Role of Visitors’ Perception of Coolness And Feeling of Authentic Pride (Issue February) [ISCTE Business School]. https://repositorio.iscte-iul.pt/bitstream/10071/20559/4/Master_Teresa_Castro_Blanco.pdf
Robaina-Calderín, L., Martín-Santana, J. D., & Muñoz-Leiva, F. (2023). Immersive experiences as a resource for promoting museum tourism in the Z and millennials generations. Journal of Destination Marketing and Management, 29(June). https://doi.org/10.1016/j.jdmm.2023.100795
Sangchumnong, A. (2025). Causal factors relationship of tourism experience influencing customer loyalty via the perceived service value, attraction image and overall service quality satisfaction for the museum tourist attractions: Evidence in Thailand. Asian Journal of Business Research, 15(2), 44–63. https://doi.org/10.14707/ajbr.240194
Satrya, I. D. G., Adityaji, R., Susilo, C., Karya, D. F., & Hendra. (2024). The Role of Authenticity, Local Culture, Tourism Perceived Value, and Memorable Tourism Experience for Heritage Tourism Revisit Intention. International Journal of Sustainable Development and Planning, 19(3), 1163–1170. https://doi.org/10.18280/ijsdp.190334
Shi, Y., Abdul Ghafar, M., & Yahaya, M. F. (2024). Augmented Reality for Interactive Experiences in Museums: A Review. Advances in Humanities and Contemporary Studies, 5(2), 112–122. https://doi.org/10.30880/ahcs.2024.05.02.012
Tjokrosaputro, M., Ekawati, S., Keni, K., & Puspitowati, I. (2024). Cultural Tourist Loyalty: Investigating Novelty, Authenticity, and Tourist Satisfaction as Mediation (Vol. 2023, Issue Icebm 2023). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-508-9_13
Volkan, B. (2024). Visitor Experience in Museums. https://www.paradigmaakademiyayinlari.com/wp-content/uploads/2025/01/visitor-experience-in-museums-volkan-bahceci.pdf
Wisnubroto, K. (2025). Meneropong Tren Pariwisata 2025. Indonesia.Go.Id. https://indonesia.go.id/kategori/editorial/8899/meneropong-tren-pariwisata-2025?lang=1
Anggraini, F. D. P., Aprianti, A., Setyawati, V. A. V., & Hartanto, A. A. (2022). Pembelajaran Statistika Menggunakan Software SPSS untuk Uji Validitas dan Reliabilitas. Jurnal Basicedu, 6(4), 6491–6504. https://doi.org/10.31004/basicedu.v6i4.3206
Arkes, J. (2023). Regression Analysis: A Practical Introduction (2nd Editio). Routledge. https://doi.org/https://doi.org/10.4324/9781003285007
Billy, & Soeprapto, V. S. (2024). Analisis Pengaruh Museum Experience terhadap Revisit Intention di Museum Seni Rupa dan Keramik. Jurnal Pendidikan Sejarah Dan Riset Sosial Humaniora (KAGANGA), 7, 1–23.
Ceccarelli, S., Cesta, A., Cortellessa, G., De Benedictis, R., Fracasso, F., Leopardi, L., Ligios, L., Lombardi, E., Malatesta, S. G., Oddi, A., Pagano, A., Palombini, A., Romagna, G., Sanzari, M., & Schaerf, M. (2024). Evaluating visitors’ experience in museum: Comparing artificial intelligence and multi-partitioned analysis. Digital Applications in Archaeology and Cultural Heritage, 33(April), e00340. https://doi.org/10.1016/j.daach.2024.e00340
Falk, J. H., & Dierking, L. D. (1992). The Museum Experience. In Routledge (Taylor & Francis Group). Routledge.
Falk, J. H., & Dierking, L. D. (2000). Learning from Museums (2nd ed.). Rowman & Littlefield Publishers / AASLH.
Himawan Sardju, Indrianawati Usman, & Sri Wahyuni Astuti. (2023). The Identity Of Loyalty To The Surabaya Hero Museum In East Java. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 1–11. https://doi.org/10.21070/jbmp.v9i1.1665
Kemenparekraf/Baparekraf RI. (2024). Siaran Pers : Indeks Kinerja Pariwisata Indonesia Peringkat ke-22 Dunia. https://kemenparekraf.go.id/berita/siaran-pers-indeks-kinerja-pariwisata-indonesia-peringkat-ke-22-dunia
Kotler & Neil. (2008). Museum and Marketing Strategy (Second Edi). Jossey-Bass.
Kristiutami, Y. P., Dewi, D. P., & Syarifuddin, D. (2020). Pengaruh Pengalaman Museum Experience Terhadap Kepuasan Pengunjung Di Museum Sri Baduga. Jurnal Nusantara (Jurnal Ilmiah Pariwisata Dan Perhotelan), 3(2), 2597–5323. https://jurnal.akparda.ac.id/
Li, J., Zheng, X., Watanabe, I., & Ochiai, Y. (2024). A systematic review of digital transformation technologies in museum exhibition. Computers in Human Behavior, 161(August), 108407. https://doi.org/10.1016/j.chb.2024.108407
Likert, R. (1935). A Technique for the Measurement of Attitudes. Archives of Psychology. https://psycnet.apa.org/record/1933-01885-001
Mahmudi Rosid, M. (2024). Adventure Destinations In Indonesia: The Function Of Perceived Value, And Effect On Visitor Experience And Revisit Intention. International Journal of Educational Research & Social Sciences, 4(6), 1019–1035. https://doi.org/10.51601/ijersc.v4i6.717
McLean, F. (1997). Marketing the Museum. https://www.routledge.com/Marketing-the-Museum/Mclean/p/book/9780415152938?srsltid=AfmBOopMOhZDwY1EvVAVKrcRjv9St13JQcIjMPXORa30n6DANJiC3dtg
Musa, Y. F. (2023). Pengaruh Museum Experience terhadap Revisit Intention: Survei pada Wisatawan yang Berkunjung ke Museum Sejarah Jakarta [Universitas Pendidikan Indonesia]. http://repository.upi.edu/id/eprint/115766
Nurul, *, Umayra, A., Umayra, N. A., & Wulandari, D. P. (2023). Pengaruh Museum Experience terhadap Minat Berkunjung Kembali Wisatawan di Museum Adityawarman. Jurnal Manajemen Pariwisata Dan Perhotelan, 1(2), 110–121. https://doi.org/
Ramukumba, T. (2018). Tourists revisit intentions based on purpose of visit and preference of the destination. A case study of Tsitsikamma National Park. African Journal of Hospitality, Tourism and Leisure, 7(1), 1–10.
Rebelo, T. M., & Blanco, A. C. (2020). Enhancing Recommendations and Revisit Intentions to Museums through Experiences: The Mediated Role of Visitors’ Perception of Coolness And Feeling of Authentic Pride (Issue February) [ISCTE Business School]. https://repositorio.iscte-iul.pt/bitstream/10071/20559/4/Master_Teresa_Castro_Blanco.pdf
Robaina-Calderín, L., Martín-Santana, J. D., & Muñoz-Leiva, F. (2023). Immersive experiences as a resource for promoting museum tourism in the Z and millennials generations. Journal of Destination Marketing and Management, 29(June). https://doi.org/10.1016/j.jdmm.2023.100795
Sangchumnong, A. (2025). Causal factors relationship of tourism experience influencing customer loyalty via the perceived service value, attraction image and overall service quality satisfaction for the museum tourist attractions: Evidence in Thailand. Asian Journal of Business Research, 15(2), 44–63. https://doi.org/10.14707/ajbr.240194
Satrya, I. D. G., Adityaji, R., Susilo, C., Karya, D. F., & Hendra. (2024). The Role of Authenticity, Local Culture, Tourism Perceived Value, and Memorable Tourism Experience for Heritage Tourism Revisit Intention. International Journal of Sustainable Development and Planning, 19(3), 1163–1170. https://doi.org/10.18280/ijsdp.190334
Shi, Y., Abdul Ghafar, M., & Yahaya, M. F. (2024). Augmented Reality for Interactive Experiences in Museums: A Review. Advances in Humanities and Contemporary Studies, 5(2), 112–122. https://doi.org/10.30880/ahcs.2024.05.02.012
Tjokrosaputro, M., Ekawati, S., Keni, K., & Puspitowati, I. (2024). Cultural Tourist Loyalty: Investigating Novelty, Authenticity, and Tourist Satisfaction as Mediation (Vol. 2023, Issue Icebm 2023). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-508-9_13
Volkan, B. (2024). Visitor Experience in Museums. https://www.paradigmaakademiyayinlari.com/wp-content/uploads/2025/01/visitor-experience-in-museums-volkan-bahceci.pdf
Wisnubroto, K. (2025). Meneropong Tren Pariwisata 2025. Indonesia.Go.Id. https://indonesia.go.id/kategori/editorial/8899/meneropong-tren-pariwisata-2025?lang=1
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