Visitors’ Perception of the Importance and Performance of Multisensory Dimensions: The Case of the Philippine National Museum of Natural History
DOI:
https://doi.org/10.69569/jip.2025.149Keywords:
Multisensory dimensions, Visitor perception, Importance-performance analysis, Museum experience, National Museum of Natural HistoryAbstract
Museums are vital in preserving cultural and historical heritage while offering immersive learning experiences. However, enhancing visitor engagement and satisfaction remains a challenge. This study examines the impact of multisensory dimensions in improving the museum experience at the National Museum of Natural History. Using a quantitative-descriptive approach and purposive sampling of 355 respondents, data were collected through structured questionnaires. The Importance-Performance Analysis Model was applied to assess the significance of visual, auditory, olfactory, and tactile stimuli in shaping visitor experiences. The hypothesis test rejected the null hypothesis, confirming a significant relationship between the perceived importance and the actual performance of multisensory dimensions. Findings indicate that integrating multiple sensory elements enhances visitor engagement, improves recollection of information, and fosters a deeper appreciation of exhibits. These results suggest that aligning sensory features with visitor expectations strengthens interpretation, making museum visits more meaningful and immersive.
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