Study on the effectiveness of interpretive services for school-based youth traveler at historical museums, Melaka

Abstract

The availability of effective interpretive services at historical museums in Melaka is important particularly for School-Based Youth Traveler (SBYT) as they known to have high market potential based on their contribution of 50% from the overall numbers of visitors to Melaka. This research evaluates the level of success of the interpretive services at Istana Kesultanan Melaka (IKM), Muzium Samudera (MS) and Muzium Sejarah & Etnografi (MSE) among SBYT. Expectancy Disconfirmation Method and SERVQUAL Analysis were included to determine the effectiveness of the interpretive services based on the level of satisfaction, expectation and preferences of SBYT. Their overall satisfaction level was also ascertained. Selfadministered questionnaires were distributed during site survey involving (n=198) SBYT. Ratings by the SBYT for 17 attributes were then analyzed. The results indicated these three museums had failed to provide effective interpretive services for SBYT as none of them satisfied with any of the interpretive services used. Muzium Samudera shows good example in providing effective interpretive services suit the needs and expectations of SBYT since 12 attributes were rated positively by them. The most preferred interpretive services were exhibit centre (mean=3.81) and the least preferred were interpreter (mean=3.26). Limitations of the research were identified and recommendations for future research were discussed and proposed. Further understanding help in creating a more accurate evaluation techniques and identification of the effectiveness of interpretive services at historical museums.