A study of audience motivation to visit Chinese History Museum, Kuching

This research is to identify the audience motivation of Chinese History Museum, which located in Water Front, Kuching. Audience motivation is one of an internal factor that motivate museum goers instead of product itself. This literature review of this research has been done to find out the related information, theory and explanation. The objectif of this research is to (1) To identify the audience motivation to visit Chinese History Museum. (2) To examine the motivational factor which influence audience behaviour. This research is using qualitative research method which focuses more on words, literary and less on numbers. The open-ended questionnaire has been use to conduct this research. However, the result based on the data collected is not parallel or not same as the result show by previous researcher. The highest motivation to visit Chinese History Museum is self improvement which focuses in getting knowledge by visiting museum