Museums, exhibits and visitor satisfaction: a study of the Cham Museum, Danang, Vietnam

Museums have several functions as custodians of heritage and culture, disseminators of knowledge about heritage and as places that attract tourists as well as local residents. Arguably all these functions require visitors to be satisfied with the visit experience if museums are to achieve their objectives. This paper reports findings from 411 visitors to the Cham Museum, Danang, Vietnam. It describes the nature of the museum and argues that satisfaction involves the conative, which may be measured by the willingness of visitors to make recommendations to others. However, the study identifies that interpretation and displays are important determinants and simply adjuncts to the generation of satisfaction.