FACTORS INFLUENCING VISITS AND SATISFACTION: DEVELOPEING STRATEGIES FOR MARKETING MUSEUMS IN OSUN STATE, SOUTHWESTERN NIGERIA

Document Type : Original Article

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Department of Ecotourism and Wildlife Management, Federal University of Technology, Akure

Abstract

Museum possess the potential to meet the educational, cultural, economic and social needs of the populace and the country at large. This forms the basis for undertaking this study in the National Museum (NM), Ile- Ife and Natural History Museum (NHM), Obafemi Awolowo University (OAU) to assess demographic and non-demographic characteristics, external and pull factors influencing visits and satisfactions of visitors. Both primary and secondary data were collected through multiple research methods. Results of the analysis of the data were presented descriptively and they revealed information on the influence of social demographic characteristics and environmental factors on satisfaction.
The variables were subjected to a 4-point rating Likert scale (very dissatisfied to very satisfied) computed on the weighted mean score. The trends observed from the analysis of secondary data on records of visitors and revenue generated is a result of prevailing social, economic and health-related issues such as decrease in proceeds from oil and outbreak of COVID-19 in the course of the study. Inferential statistics showed the level of visitors’ satisfaction in relation to their visit. The study will advance knowledge in cultural heritage tourism marketing and management.

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