Visitors’ Perception of the Importance and Performance of Multisensory Dimensions: The Case of the Philippine National Museum of Natural History

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.