PHYSICAL ENVIRONMENT OF MUSEUMS AND VISITORS’ SATISFACTION: A CASE STUDY OF FIVE MUSEUMS IN SHARJAH, UAE
This study explores the impact of internal design and external physical environment of museums on visitors’ satisfaction. This study collected primary data in May-June 2019 through a questionnaire survey given to 285 visitors at the top five museums in Sharjah, UAE – Sharjah Museum of Islamic Civilization, Sharjah Museum of the Line, Sharjah Museum of Art, Sharjah Museum of Antiquities and Sharjah Aquarium. Inferences are drawn using Structural Equation Modeling (SEM) based on Smart PLS software. Findings reveal that some of the internal museum environments such as temperature, scent, colors, layout & method of display, and some of the exterior environments such as exterior decor signage, surroundings environment, entrance and museum facade, are statistically significant for shaping visitors’ satisfaction. The findings will help policy-makers and museum administrators around the world, particularly in Sharjah, to design ideal internal and external physical environments of museums so that more holidaymakers visit them.