PEOPLE’S SATISFACTION ON VISITING THE BANGKOK NATIONAL MUSEUM

Abstract

Museums are considered ideal places for life-long learning. It is important to study both in the aspects of administration and service provision of the museum. In this study, both quantitative and qualitative methods were conducted to analyze service quality and the delivery process of the Bangkok National Museum. In order to conduct quantitative research, the questionnaires were administered to a sample of 200 Thai and foreign visitors. For the qualitative study, in-depth interviews were conducted with museum administrators and staff as well as local visitors and tourists. The main research findings came to the following conclusions: 1) In an administrative perspective, the museum followed the policy and regulations of the Fine Arts Department. 2) As for the service quality, more of the budget should be allocated on training staff so as to increase their knowledge and information to reach the international standard. The facilities should be improved to make it more convenient for visitors. In addition, each stage of the service provision process should be made clear and the directional sign posts between each hall should also be prepared to guide the visitors. Nevertheless, not only is the Fine Arts Department of Thailand responsible for showcasing and maintaining its unique cultural heritage to attract visitors, but the whole public as well. It is suggested that private sector or other public alliances contribute financially and provide media channels through which to promote public awareness.