期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2017
卷号：95
期号：22
页码：6099
出版社：Journal of Theoretical and Applied
摘要：The purpose of this study was to understand the behavior of visitors that visited the museum and the adoption of social media technologies in the museum in Indonesia. The growing presence of social media allows the opportunity for the branding and marketing of the non-profit organization with limited resources but demand high impact. Museum industry in Indonesia needs to preserve and communicate their culture to the public with limited financial and human resources. Social media was proven to solve this problem. The data was collected from a sample of 63 respondents using a questionnaire. The data were analyzed using descriptive analysis. The results were most of the social media users are in the productive age who have the minimum an undergraduate education, and most of them live in Java. They are not visiting the museum frequently, and their visiting purposes are to learn or study about Indonesia culture triggered by their school, relaxing, personal desires, and visit by accident. They know information about the museum from the search engine, offline, and social media. Most of the museum in Indonesia give bad experience to their visitor, and only some offer a positive experience. The limited social media users in Indonesia, who already aware of museum presence in social media, utilize it to get information about the museum (profile, exhibition, collection, and news), socializing with other social media members, and showing their existence in society. They suggest that museum management should update their social media frequently. This study examines the characteristics of Facebook Fan Page Museum user (age group, gender, residence location, and education level) and their behavior in using Facebook Fan Page Museum. Since there is no research in this field in Indonesia, the findings can be used by museum managers for managing their social media in marketing and education for the community.
关键词：Online Visitor Behavior; Museum Social Media; Edutainment Marketing; Online Visitor Expectation; Indonesia Museum.
