The effect of museum experience quality on general satisfaction: A study on Van (Urartian) museum's visitors

The aim of this study is to investigate the effect of the perceived museum experience quality of visitors to the Van (Urartu) Museum on their satisfaction levels. The sample of the study consists of local tourists visiting the Van (Urartu) Museum. Since the number of visitors who visited the museum could not be determined during the period of the research, sampling was used. In this context, a total of 410 people were recruited to participate in the research through convenience sampling and taking into account the 95% confidence interval. Data were collected by face-to-face survey technique. Relevant data which obtained from studies using scales whose validity and reliability have been previously proven were used and the data were analyzed with SPSS 21. As a result of the analysis, it was seen that the perception of the quality of the Van Museum visitors was generally close to positive. In other words, it has been determined that the museum staff is partially enthusiastic about helping visitors; the museum is partially suitable for the elderly, disabled and children; the facilities, equipment and personnel in the museum are good; the communication level and consumables in the museum are sufficient. Accordingly, it was revealed that the visitors who participated in the research were satisfied with visiting the museum. In the study, the perception of museum experience quality varies in terms of gender and marital status; It was observed that the satisfaction obtained from the visit did not show a significant difference depending on demographic variables. In the research; It has been determined that there is a positive relationship at various levels between the perception of the quality of the museum experience and its sub-dimensions and visitor satisfaction. Accordingly, in the impact analysis; It has been determined that the quality of the museum experience affects visitor satisfaction. Additionally, in the multiple impact analysis; Except for the empathy sub-dimension of museum experience quality; It has been determined that the sub-dimensions of enthusiasm, physical characteristics, communication and consumables affect visitor satisfaction. As a result, it has been proven that the perception of the service quality in museums plays a decisive role in ensuring satisfaction.