AND MOTIVATION OF YOUNG ADULTS IN SWISS GERMAN UNIVERSITY TO VISIT MUSEUMS
By
Lucia Yani Surya 13310049
A thesis submitted to the Faculty of
BUSINESS ADMINISTRATION AND HUMANITIES
in partial fulfillment of the requirements for the
BACHELOR’S DEGREE in
HOTEL AND TOURISM MANAGEMENT
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
Revision after the Thesis Defense on 17 July 2014
Lucia Yani Surya
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Lucia Yani Surya
_____________________________________________
Student Date
Approved by:
Imelda Suardi, SE, M.Acc
_____________________________________________
Thesis Advisor Date
Prof. Eric Jos Nasution, MBA, MA, PhD
_____________________________________________
Dean Date
Lucia Yani Surya
ABSTRACT
THE CORRELATION BETWEEN MARKETING PROGRAMS OF MUSEUMS AND MOTIVATION OF YOUNG ADULTS IN
SWISS GERMAN UNIVERSITY TO VISIT MUSEUMS
By
Lucia Yani Surya
Imelda Suardi, SE, M.Acc, Advisor
SWISS GERMAN UNIVERISTY
The tendency of young adults motivation not to visit museum has become the reason behind this research to be conducted. The museum marketing also plays a role in the motivation of young adults to visit museum. This research objective is to identify the correlation of museum marketing to the motivation of young adults to visit museum, the most suitable museum marketing tool and the perception between general museums officers and Swiss German University Students towards museum marketing and motivation to visit museum.
This study focuses on Swiss German University students and general museums officers. The research method used is quantitative research through primary data from questionnaires using a Likert scale spread to 293 Swiss German University students and 3 general museums officers. The secondary data is collected from books, journals, scientific articles and other sources.
Lucia Yani Surya
The result found that there is a correlation between museum marketing at 41%, the most suitable museum marketing tool is brochures at 69% and there is no significant difference between the perception of general museums officers and Swiss German University Students towards museum marketing and motivation to visit museum. Based on this study, the museum needs to provide interesting brochures to attract more young adults to visit museum.
Keywords: Tourist Motivation, Museum, Museum Marketing.
Lucia Yani Surya
© Copyright 2014 by Lucia Yani Surya
All rights reserved
Lucia Yani Surya
DEDICATION
I dedicate this works for my King, Father and Savior: Jesus Christ
Lucia Yani Surya
ACKNOWLEDGEMENTS
I would like to thank my parents for all of the support they have given me even though they don’t really understand what I was doing for this last 4 years but they kept on believing that I made a right choice. To my little brother, who has been really annoying yet helpful (sometimes).
I would also like to thank my advisor Ms. Imelda Suardi, SE.M.Acc for her patience in answering all of my questions, her guidance through this thesis and her willingness to get disturbed by me even in her busy schedule. Michael Roberts, MBA for correcting my grammar and do wonder to my thesis.
To my crazy yet supportive friends, Sarah Anneta for accompanying me to the museums in a really hot day, Ellen Mulyono for coaching me on how to operate the SPSS, Melisa Soetarso and Cynthia Deviana for the thesis discussion and new ideas to add on to this thesis. Radityo Nandiasa, Denny H. Trinugroho, Michael Nur and Kevin Marchius for the support and laughter.
And to all of HTM batch 2010, thank you for the great and irreplaceable memories.
To all of the HTM lecturers: Ms. Munawaroh Zainal, SE, MM, Mr.
Vishnuvardhana Soeprapto, BA, MA, Mr. Samuel PD Anantadjaya, MBA, Mr.
Tommy Saroso, Ms. Utami Umarjadi, Mr. Irwan Soebroto, Mr. Iskandar Zulkarnaen, and all of my lecturers, my deepest respect and gratitude.
Lucia Yani Surya
TABLE OF CONTENT
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 6
ACKNOWLEDGEMENTS ... 7
TABLE OF CONTENT ... 8
LIST OF FIGURES ... 11
LIST OF TABLES ... 12
CHAPTER 1 – INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research Problem ... 14
1.3 Hypothesis and Proposition ... 15
1.4 Objectives ... 16
1.5 Significance of Study ... 16
1.6 Scope and Limitations ... 16
1.7 Thesis Structure ... 17
CHAPTER 2 - LITERATURE REVIEW ... 18
2.1 Framework of Thinking ... 18
2.2 Motivation Theory ... 20
2.2.1 Tourist Motivational Theory ... 21
2.2.2 Motivation to Visit Museum ... 23
2.3 Perception Theory ... 24
2.4 Museum Theory ... 25
2.5 Museum Marketing Program Theory ... 25
2.6 Previous Studies ... 28
2.7 Difference in Study ... 30
2.8 Research Model ... 31
Lucia Yani Surya
3.1 Research Process ... 32
3.2 Research Design ... 33
3.3 Methods of Data Collection ... 33
3.3.1 Primary Data ... 33
3.3.2 Secondary Data ... 36
3.4 Population and Sample ... 36
3.5 Sampling Method ... 37
3.5.1 Unit of Analysis ... 38
3.6 Time Frame of Study ... 39
3.7 Data Testing ... 39
3.7.1 Data Pre-Testing ... 39
3.7.2 Data Post-Testing ... 40
3.8 Reliability and Validity ... 40
3.8.1 Reliability ... 40
3.8.2 Validity ... 41
3.9 Data Analysis Method ... 41
3.10 Goodness of Fit Criteria ... 42
CHAPTER 4 – RESULTS AND DISCUSSION ... 43
4.1 Swiss German University Profile ... 43
4.2 Museum Nasional or Gajah Profile ... 44
4.3 Museum Sejarah Nasional (Monas) Profile ... 46
4.4 Museum Sejarah Jakarta (Fatahilah) Profile ... 47
4.5 Respondent Profile ... 48
4.6 Data Analysis ... 49
4.6.1 Pre-testing ... 50
4.6.1.1 Validity Test for Pre-Testing Questionnaire ... 50
4.6.1.2 Reliability Test for Pre-Testing Questionnaire ... 51
4.6.2 Post-testing ... 53
4.6.2.1 Validity Test for Post-Testing Questionnaire ... 53
4.6.2.2 Reliability Test for Post-Testing Questionnaire ... 54
Lucia Yani Surya
4.7 Descriptive Analysis ... 56
4.8 SEM Analysis ... 57
4.8.1 Goodness of Fit Criteria ... 62
4.8.2 Regression Analysis ... 63
4.9 ANOVA Analysis ... 65
4.10 Hypothesis and Proposition Analysis ... 65
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 67
5.1 Conclusions ... 67
5.2 Recommendations ... 68
GLOSSARY ... 69
REFERENCES ... 70
APPENDIX A ... 75
APPENDIX B ... 76
APPENDIX C ... 77
APPENDIX D ... 79
CURRICULUM VITAE ... 82
Lucia Yani Surya
LIST OF FIGURES
Figures Page
Figure 2.1: Framework of Thinking ... 18
Figure 2.2: The Maslow’s hierarchy of needs five-stage model ... 21
Figure 2.3: Research Model ... 31
Figure 3.1: Research Process ... 32
Figure 3.2: Sample scale used in Likert Scale questions ... 34
Figure 3.3: Slovin’s Formula ... 37
Figure 4.1: Museum Nasional or Museum Gajah ... 44
Figure 4.2: Museum Sejarah Nasional (Monas) ... 46
Figure 4.3: Museum Sejarah Jakarta (Fatahilah) ... 47
Figure 4.1: SGU Respondents Category ... 49
Figure 4.2: General Museums Respondents Category ... 49
Figure 4.3: Structural Equation Model ... 57
Lucia Yani Surya
LIST OF TABLES
Table Page
Table 2.1: Motivation to visit museum ... 23
Table 2.2: Motivation to visit museum indicator used in questionnaire ... 24
Table 2.3: Previous studies ... 28
Table 2.4: Difference in study ... 30
Table 3.1: Questionnaire spread to SGU students ... 35
Table 3.2: Questionnaire spread to general museums ... 35
Table 3.3: Swiss German University students ... 38
Table 3.4: Questionnaire allocated to SGU students ... 39
Table 3.5: Goodness of Fit criteria ... 42
Table 4.1: KMO and Bartlett’s test variable 1 (pre-testing) ... 50
Table 4.2: KMO and Bartlett’s test variable 2 (pre-testing) ... 51
Table 4.3: Case processing summary ... 51
Table 4.4: Reliability statistics variable 1 (pre-testing) ... 52
Table 4.5: Reliability statistics variable 2 (pre-testing) ... 52
Table 4.6: KMO and Bartlett’s test variable 1 (post-testing) ... 53
Table 4.7: KMO and Bartlett’s test variable 2 (post-testing) ... 53
Table 4.8: Case processing summary ... 54
Table 4.9: Reliability statistics variable 1 (post-testing) ... 54
Table 4.10: Reliability statistics variable 2 (post-testing) ... 55
Table 4.11: Descriptive Statistics ... 56
Table 4.12: Goodness of Fit Criteria and the model’s research ... 62
Table 4.13: P-Value Table ... 63
Table 4.14: ANOVA ... 65
