Identification of key components of visitor education in a museum

Recent changes in tourism and an increased interest in education and learning have led to the growth of museum visits in developing countries. The major objective of this study is to identify the key components of education and learning at the museum in order to enhance the audience's learning; and to investigate the tendency of audiences towards learning activities. This study was conducted at the Malek National Museum of Tehran, Iran. Qualitative and quantitative methods were used in this research and the data was gathered through questionnaire and interview form (a closed questionnaire for visitors of the Malek National Museum, Tehran, Iran and an interview form for professionals and experts in the field of museums). Data was analysed using a coding method and SPSS tools. The research findings illustrate that the most important factors in improving education and learning in museums can be classified into three groups: policy making, executive functions within the museum and executive functions in relation to the visitor. Audiences have a highly positive tendency to all key components which were suggested for improving education and learning in the museum.