Visitors' push and pull motivation factors to visit museum / Mariah Deraman, Nurfarehanamirah Md Nor and Mohd. Hafiz Sulaiman

Museums are an important aspect of a destination's heritage for both local population and tourists. Recently, there are a lot of studies about tourists' motivation factors to travel. However, less study have been done on how push and pull factors motivate people to go to the museum in Malaysia particularly in Melaka. Therefore, the aim of this descriptive study is threefold: (a) to identify the push factors that influence tourist motivation to visit museum in Melaka; (b) to identify the pull factors that influence tourist motivation to visit museum in Melaka; and (c) to determine the overall motivation of tourist to visit museum in Melaka. A self-administered questionnaire survey collected 100 respondents visiting museum. The results of a factor analysis revealed three push factors and three pull factors. The findings showed that these push and pull factors are the most influential factors that contribute local and international visitors' motivation to visit museum. In addition, the overall motivation of visitors to visit museum also indicates that they are stimulated by the presentation of museum itself. This study provides beneficial managerial and practical implications for museum operators, travel agencies and government related authorities such as Ministry of Education and Ministry of Tourism and Culture and also other stakeholders in order to gain an understanding of how push and pull factors affecting visitors, to increase the attractiveness of the museums and to motivate local and international visitors to visit museum.