Transforming the museum and meeting visitor requirements: The case of the Shaanxi History Museum

Based on research derived from observation, conversations and a survey of 740 respondents, the paper reports data on perceptions and experiences of visitors to the Shaanxi History Museum in Xi'an, China. A mixed-methods research approach was adopted and the analysis involved the use of textual analysis software and statistical techniques including descriptive statistics and the PLS-SEM program, Warp-PLS. Such findings as an intolerance of growing queues, dim lighting and poor or little interpretation represent challenges for Museum management. The paper then identifies the role of the perceived value of the visit to the Museum as a determinant of satisfaction, and proceeds to describe the actions taken by Museum management to enhance visitor satisfaction. This involved a significant introduction of hi-tech presentational values, more web-based ticketing (so permitting better control over crowding) and web-based souvenir purchasing - so moving the Museum closer to best international practice.