Segment Identity-related Visitor Characteristics that Impact Motivation and Experience at Museum

Visitor research has long been a key focus in museum studies. The paradigm shift brought about by new museology emphasizes a more comprehensive exploration of visitors, particularly regarding their identity characteristics. This approach prioritizes personal traits over visit-related characteristics. This study employs a questionnaire analysis method to differentiate between visitors' personal characteristics and their visiting traits from the perspective of identity. It considers "visiting frequency" as a regulatory condition and examines how visiting motivation influences the visitor experience within this context. The findings indicate that the characteristics of museum visits significantly impact the overall visitor experience. This supports the research of Crompton and Kasser (2009), which highlights the importance of distinguishing between identity-related visitor characteristics. By segmenting these characteristics, museums can better understand visitor needs and create a diverse visiting environment that caters to their desires for leisure, entertainment, and edutainment.