Assessing Museum Service Quality in

Bangladesh: A HISTOQUAL Model Analysis of

Visitors’ Perceptions and Expectations

Author
Dr Dilruba Sharmin
Associate Professor
Department of Japanese Studies,
Faculty of Social Sciences,
University of Dhaka, Dhaka-1000
Bangladesh
 1

Abstract

Museums play a crucial role in promoting variety, sustainability, and learning by preserving and displaying
tangible and intangible heritage. In Bangladesh, museums are renowned for their abundant historical heritage,
diverse cultural traditions, and captivating natural landscapes. The HISTOQUAL model, developed by
Frochot and Hughes, assesses the quality of services provided in historical buildings catering to tourist
activities. This study evaluates the service quality of museums in Bangladesh using the HISTOQUAL scale,
gauging visitors' expectations and perceptions using the HISTOQUAL scale. The study highlighted the need
for improved service quality in museums in Bangladesh. The findings of this study can also be applied to
other museums and cultural locations, and further research is needed to identify missing pieces and enhance
museum service.

Keywords: Service Quality, Museums, HISTOQUAL, Visitors, Expectations, Perceptions.

 2

1. Introduction

A museum is one such kind of institution that can meet the requirements, as the World Museum
Community (ICOM) defines a museum as a permanent, non-profit organisation that researches,
gathers, preserves, explains, and displays tangible and intangible heritage. Museums promote
variety and sustainability by being open to the public and easy to get to. They operate ethically,
communicate professionally, and involve the community. In addition, they provide various
opportunities for learning, enjoyment, reflection, and knowledge sharing. As a result, museums are
a valuable asset that helps to build sustainable tourism by utilising the cultural and historical
tourism environment. Museums are more than just receptacles for artefacts and exhibits; they are
stewards of our collective heritage and invaluable resources for disseminating knowledge and
cultural understanding. As international travel and tourism expand, museums play an increasingly
crucial role in attracting visitors seeking immersive experiences and meaningful encounters with
the past. In pursuit of sustainable tourism, museums must prioritise not only the preservation and
display of their collections but also the improvement of the services they provide to visitors.

1.1. Service Quality of a Museum

The term "quality," originating from the Latin word "qualis," is commonly used to describe the
state of a product or service, its level of appropriateness to specific conditions, and its capacity to
fulfill a particular requirement. There exists a considerable number of definitions pertaining to the
concept of quality as documented in the academic literature. Yücelt (2000) conducted a study to
assess the attitudes of museum visitors about service quality. The findings indicate that visitors
express high satisfaction with various aspects of the collection and exhibitions, including warning
signs, educational and entertainment value, visual and auditory experiences, entrance fees, parking
facilities, seating and leisure options, and the availability of direction signage. Yılmaz (2011)
discovered that the research conducted at the Göreme Open Air Museum unveiled the existence of
four distinct factor structures on visitors' perceptions. These characteristics encompass physical
attributes associated with the service, elements on exhibitions, empathy, price, and other service-
related components. The museum's visitors assessed the service provided to them across various
 3

dimensions at a moderate level. In essence, tourists anticipate receiving a higher standard of

service. Empathy emerges as the primary determinant of visitors' perception quality, whereas
factors such as pricing and other service components exhibit comparatively lower perception
value.

1.2. Museums in Bangladesh

Located in the central region of South Asia, Bangladesh is renowned for its abundant historical
heritage, diverse cultural traditions, and captivating natural landscapes. With a rich assortment of
cultural customs and a history filled with notable events, this enchanting nation presents numerous
opportunities for explorers desiring to immerse themselves in its legacy. The realm of museum
tourism in Bangladesh offers a gateway to comprehending the nation's captivating historical
background, dynamic contemporary state, and encouraging prospects, presenting many treasures
awaiting exploration. The museum landscape in Bangladesh exhibits a diverse and vibrant array
of cultural elements. These institutions, which range from ancient archaeological wonders to
modern art galleries, serve as stewards of the nation's cultural memory, preserving objects, papers,
and artworks that tell the stories of generations.

Figure 1: Selected Museums in Dhaka Division

In Figure 1, we can see all the selected museums in Dhaka division. There are nine museums which
have been selected for this study. Father of the Nation Bangabandhu Sheikh Mujibur Rahman
 4

Memorial Museum, Bangladesh Folk Arts and Crafts Foundation, Bangladesh National Museum,
Liberation War Museum, Museum of Independence, National Museum of Science and Technology,
National Zoo Museum, Nature History Museum, and Taka Museum are the selected museums.

Figure 2: Selected Museums in Chattogram Division

In Figure 2, we can see all the selected museums in Chattogram division. There are five museums
which have been selected for this study. Anatomy Museum, Ethnological Museum, Fisheries
Museum, Maritime Museum, and Tribal Cultural Institute Museum are the selected museums.

Figure 3: Selected Museums in Rajshahi Division

 5

In Figure 3, we can see all the selected museums in Rajshahi division. There are two museums
which have been selected for this study. Varendra Research Museum and Paharpur Buddhist Vihara
Museum are the selected museums.

Each museum represents a different era in the country's history, demonstrating the progression of
its people, customs, and traditions. There are museums all around Bangladesh, from the hectic
streets of the metropolis of Dhaka to the peaceful landscapes of rural Bangladesh, each promising
a unique and profound journey of discovery and learning. The history of museums in Bangladesh
is more than a hundred years old. Museums are scattered all over the country. Bangladesh's history
and heritage have ample information and artefacts to offer in its museums, and their pedagogical
function is highly valued in our society to educate the future generation. Museum tourism has
peaked worldwide, though this sector still needs to be fully developed in Bangladesh. As the
tourism sector has been mentioned explicitly in the SDG's 2030 planning, it is essential to
understand the status of Bangladeshi museums, their service capability, and contemporary
challenges.

1.3. HISTOQUAL Model

The study conducted by Frochot and Hughes (2000) highlights the significance of SERVQUAL as
an effective instrument for evaluating service quality. The authors emphasize revising
SERVQUAL to align with emerging service domains. The development of a novel scale, known
as HISTOQUAL, was undertaken by two researchers. This scale assessed the quality of services
provided in historical buildings catering to tourist activities. The researchers drew upon the
advantages offered by the SERVQUAL scale in their endeavour. The scale was developed by
applying a similar process to that used in developing SERVQUAL. Empathy, concrete features,
and serving on time from SERVQUAL were retained, while communication and availability were
identified as new dimensions. According to a study conducted by Markovic, Raspor, and Komsic
(2013), it was found that visitors tend to have higher expectations regarding service quality in
museums compared to their actual perceived values. The primary focal points for visitors'
 6

expectations encompassed three key characteristics. The factors mentioned above encompass
communication, empathy, and reliability. The five service quality criteria identified as most
significant in shaping museum visitors' perceptions are abstractness, accessibility, exhibition
presentation, empathy, and communication.

1.4. Analytical/Operational Framework

The study predominantly uses the HISTOQUAL approach to assess museums' service quality by
gauging visitors' expectations and perceptions using the HISTOQUAL scale. Within the context
of this thorough research technique, it is imperative to undertake numerous measures to develop
tools and protocols designed to understand the level of service quality demonstrated by various
museums in Bangladesh. The primary research approach will consist of employing a 24-item
questionnaire that has been created using the adapted HISTOQUAL paradigm. The model
consisted of 24 components, which were classified into five distinct dimensions: responsiveness,
tangibles, communication, consumables, and empathy.

1.5. Aims and Objectives

I. The primary objective of this study is to evaluate the service quality of museums in
Bangladesh.
II. This study addresses the gap in the visitors’ perceptions and expectations in museum
contexts in Bangladesh regarding the anticipated and perceived quality of services.

2. Research Method

2.1. Data Collection

The current state of this sector has been depicted by analysing qualitative data obtained from
existing literature, journals, books, and reports. Primary data was collected through a survey, while
in-depth interviews were conducted with museum personnel to gain insights into the facts and
 7

challenges associated with visitors’ perceptions and expectations. Initially, the research team
created a detailed data collecting form; the research team collected all related literature associated
with the chosen museums. The research team also documented the individual museums' histories.
The primary investigator trained the RDC or research data collector on the overall system and
methodology for visitors and other in-depth interviews. The study team went to the chosen
museums to conduct in-depth expert interviews.

The first step involved conducting a comprehensive review of the existing literature and
developing a semi-structured questionnaire that will be administered to museum visitors and
personnel. The study used participant information sheets, informed consent forms, and
organizational consent forms to follow the research ethics guidelines and interview protocol. Field
visits were conducted to collect quantitative data through a survey for this study. This study aims
to understand the service quality of museums in Bangladesh, focusing on the concepts prominent
among visitors and the barriers for museums to provide better service quality. The survey
comprises two distinct sections. The initial section of the text provides details regarding the
participants, including their gender, age, level of education, city of residence, occupation, and prior
museum visitation. The subsequent section has the HISTOQUAL scale items. Museum visitors
completed the surveys through in-person administration or face-to-face interviews as part of the
research study. Museum visitors completed a total of 260 (24 questions per questionnaire)
questionnaires.

2.2. Sampling

The study was carried out in three Bangladeshi divisions: Dhaka, Rajshahi, and Chattogram. A
convenience sampling approach was used to calculate the sample size. The entire research data
collector was given an organised form. Nine RDCs with prior data-gathering experience were
chosen and worked on a project. The RDC went to the museums and filled out the required
documents. Data acquired from IDIs and other secondary sources were later cross-checked with
RDC data. Using numerous data sources contributed to the study's validity and reliability. The
study was conducted on individuals who visited 16 renowned museums across three Bangladeshi
divisions: Dhaka, Rajshahi, and Chattogram. The administration of the questionnaire (24
 8

Questions) to the participants is scheduled at a mutually agreeable time for the respondents. Upon
arrival at the museum, visitors were provided with a questionnaire, which was then collected from
them just before they departed from the premises. Participants are also allowed to complete the
questionnaire upon concluding their visit. A total of 260 participants filled out the given
questionnaire. The participants in this study were individuals who visited the museum since they
were selected based on their explicit intention to visit museums in Bangladesh and hence had
distinct expectations regarding their museum experience. Due to this rationale, they were seen as
in the optimal position to provide an account of their subjective observations about their museum
visits in Bangladesh.

2.3. Data Analysis

Data has been collected from the selected museums located in Dhaka, Chattogram and Rajshahi
division. Gathered data has been combined together to make the data analysis process easier. The
study employed the SPSS package, a statistical software, to conduct descriptive statistics and
exploratory analysis. Descriptive statistics will be primarily utilized to describe the data,
specifically focusing on the demographic features of the respondents. This approach aims to
facilitate a more transparent comprehension of the data. The primary analysis encompassed
advanced statistical techniques, including using norms to assess the anticipated and perceived
service quality levels, doing gap score analysis, employing paired-sample T-tests, and calculating
eta square to determine the significance level.
 9

3. Findings and Discussions

3.1. Demographic Information of the Participants

Category Percentage

10-29 age of the visitors are 63.5%

30-49 age of the visitors are 32.3%

Age of the Visitors
50-79 age of the visitors are 4.2%

Males are 60%

Gender of the Visitors
Females are 40%

Table 1: Demographic Information (Age, Gender) of the Survey Participants

The male respondents constituted 60% of the total sample, while the female respondents accounted
for 40%. The research results indicate that most respondents are 10-29 years old, comprising
63.5% of the sample. Additionally, 32.3% of the respondents were found to be between the ages
of 30-49, while a smaller proportion of 4.2% were aged between 50-79 years old. The results of
this study indicate that museums have successfully drawn a large number of visitors, with a
significant portion of them being young and energetic individuals (Radder et al., 2009).

Regarding the demographic distribution, a significant proportion of the participants (45.1%)

belonged to the student category, while the subsequent largest group consisted of full-time workers
(28.3%). Self-employed individuals accounted for 8.5% of the respondents, but homemakers
constituted 13.6% of the sample. The remaining 4.5% of participants represented various other
occupational categories.

Regarding the educational attainment of the interviewees, the compositions are as follows: A total
of 25.6% of the participants possessed primary and secondary school education, while the majority
of respondents, accounting for 74.4%, held a diploma, degree or postgraduate qualification. The
findings indicated that a majority of the participants in this study possess a high level of educational
 10

attainment. The majority of the participants in the study were domestic tourists, accounting for
96.2% of the total sample. These individuals hailed from various cities in Bangladesh. The
remaining 3.8% of respondents were foreign visitors originating from different nations worldwide.

3.2. The Incentive to visit the Museums in Bangladesh

Based on the research findings, most respondents (68.8%) were identified as repeat visitors, while
the remaining respondents (31.2%) were classified as first-time visitors. Additionally, the research
findings revealed that the primary motivation for respondents to visit museums in Bangladesh,
specifically in Dhaka, Chittagong, and Rajshahi, is to engage in family activities to educate their
children, accounting for 50.4% of the respondents. The additional motivations reported by the
respondents for visiting museums include:
 Engaging in leisure activities or finding ways to use their free time (39.3%).
 Exploring the offerings and attractions of the museum.
 Pursuing other specified objectives (10.3%).
The final factor pertains to the respondents' nostalgia, which is influenced by their background and
prior experiences (48.2%). In the context of travel patterns to museums in Bangladesh, most of the
participants who visited these institutions were found to be part of either study groups or travel
groups, accounting for 68.6% of the total respondents.

3.3. Visitors’ Perceptions and Expectations of Museum’s Service Quality

A descriptive analysis was conducted using SPSS to compute the mean scores of the
questionnaire data on visitors' expectations and perceptions. Subsequently, the study
calculated the variance or discrepancy between the mean scores of respondents' expectations
and perceptions across five dimensions in the HISTOQUAL model. The outcome is depicted
in a total of 24 elements, as seen in Table 2.

[ Author attached the Table 2 in the next page for a clearer view and understanding]
 11

Aspects Perceptions (P) Expectations (E) Gap t-Value

Commodities Mean

Mean SD Mean SD (P-E)

Responsiveness Staff being helpful and courteous 2.68 0.678 3.55 0.82 -0.87 3.768**
Being welcomed by staff 2.92 0.529 3.78 0.589 -0.86 3.792**
Level of crowding is tolerable 2.33 0.341 3.09 0.32 -0.76 3.819**
Staff willing to take time with visitors 2.431 0.142 3.25 0.48 -0.81 3.850**
Staff are well informed 2.271 0.753 3.53 0.55 -0.83 3.883**
Museum provides proper consulting 2.37 1.25 3.22 0.12 -0.85 3.922**
services
Convenient operating hours 3.291 1.053 3.21 0.33 -0.08 2.807**
Staff understand specific needs of visitors 2.481 0.381 3.43 0.881 -0.949 3.965**
Tangible Museum is well maintained 2.65 0.68 3.25 0.640 -0.61 4.015**
Proper cleanliness by staff 2.65 0.68 3.31 0.692 -0.66 3.747**
Appearance of staff 2.137 0.681 3.37 0.58 -0.61 3.725**
Museum’s attractive surroundings 3.012 1.091 3.28 0.523 -0.26 4.140**
Proper equipment in museum 2.011 0.028 3.33 0.052 -0.31 3.690**
Resting area in museum 2.40 0.16 3.13 0.482 -0.73 3.659**
Exhibits being clearly displayed 3.88 0.11 3.23 0.596 -0.45 3.707**
Communication Museum navigation is clear 2.73 0.05 3.19 0.771 -0.46 3.745**
Museum guide tours 2.78 0.08 4.21 0.895 -0.33 4.437**
Leaflets for non-native speakers 2.43 0.034 3.23 1.602 -0.80 3.460**
Museum maps being provided free 2.23 0.010 3.09 0.809 -0.86 5.041**
Consumables Interesting products being sold 2.63 0.16 3.40 0.896 -0.77 3.390**
Products are being sold in reasonable price 2.73 0.24 3.65 1.03 -0.92 3.038**
Food and beverages 2.03 0.022 3.28 0.011 -0.25 5.408**
Empathy Facilities provided for children and old 2.70 1.05 3.09 0.034 -0.38 3.300**
people
Facilities provided for disabled visitors 2.71 1.07 3.62 0.691 -0.91 4.317**

Mean of 24 Commodities 2.33 3.78 -0.81

Table 2: The Gap in Visitors’ Perceptions and Expectations of Museums’ Service Quality in Bangladesh (Dhaka,
Chittagong and Rajshahi) *Where N=260 Participants
 12

The initial segment of the study addressed the expectations of visitors, with particular emphasis
on issues related to communication, such as museum guide tours (mean=4.21). The importance of
responsiveness was also highlighted by visitors, who emphasized the significance of being greeted
by the personnel (mean=3.78) and the museum's provision of adequate consultation services
(mean=3.55). The study found that the consumables and empathy dimensions were ranked fourth
and fifth, respectively. The products sold in the museum at a reasonable price received an average
rating of 3.65. The facilities provided for disabled visitors received an average rating of 3.62. On
the other hand, the least essential element considered by visitors was found to be in the
communication dimension, specifically the provision of free museum maps, which received an
average rating of 3.09. Additionally, the level of crowding was perceived to be tolerable, receiving
an average rating of 3.09.

Additionally, it is worth noting that visitors tend to have lower expectations for empathy
dimensions, specifically concerning facilities for children and older people (mean=3.09). The
aggregate mean value for the variable encompassing all aspects of expectations was found to be
high, with a mean of 3.78. This suggests that visitors possess a significant desire for an exemplary
museum experience.

The subsequent section pertains to the perception held by the visitors. Following their visit to the
museum, the participants re-evaluated many aspects and their actual experience within the
museum. These aspects included the clear display of exhibits (mean=3.88), the convenience of
running hours (mean=3.291), the attractiveness of the museum's surroundings (mean=3.012), and
the level of welcoming received from the personnel (mean=2.92). The ratings considered for this
analysis were the top four highest scores given by visitors concerning their opinion of the service
quality provided by the museum. Specifically, two of these ratings were related to the
responsiveness component, while the remaining two were associated with the tangibles dimension.

The respondents assigned the lowest mean scores to the following aspects:
 The proper equipment of the museum (mean=2.011)
 The variety of food and beverage options offered by the museum (mean=2.03)
 The appearance of the staff (mean=2.137)
 13

 The provision of free maps for visitors (mean=2.27)

 The staff's level of knowledge and information (mean=2.271)
The average evaluation of visitors' impressions of the museum service quality across five aspects
was found to be 2.33, suggesting that it fell below their expectations.
The findings presented in Table 2 indicate that the standard deviation values associated with the
expectations are generally lower compared to those of the perceptions. According to Dornyei
(2003), the observation suggests that there is a greater degree of homogeneity in visitors'
expectations compared to the level of homogeneity in their perceptions. In other words, visitors
have almost equal expectations and perceptions.

The discrepancy between expectations and perceptions was determined by subtracting the
expectation scores from the perception ratings for each item and dimension. The disparity between
tourist’s anticipated and observed experiences is also evident in Table 2. The respondents express
a collective anticipation for enhanced service quality in the museums of Bangladesh, surpassing
the current offerings provided by these institutions. Based on the research findings, it can be
observed that the most significant disparities in scores were identified in the following items: item
number 8, which pertains to the staff's comprehension of the specific needs of visitors (-0.949);
item number 21, which concerns the reasonable pricing of products (-0.92); item number 24, which
relates to the level of knowledge possessed by the staff (-0.64); item number 24, which addresses
the availability of facilities for disabled visitors (-0.91); and item number 1, which focuses on the
helpfulness and courtesy of the staff (-0.87). Nevertheless, the observed standard deviation in this
context is far more minor than the variability exhibited by the individual items, indicating a certain
level of homogeneity within the population. The standard deviations of the individual items show
variability from the mean scores, resulting in a consistent distribution throughout the five
dimensions. This observation suggests a range of viewpoints regarding the quality of museum
services among visitors. Based on the findings of the HISTOQUAL model, it is evident that the
mean scores for all 24 items were negative (-0.81). This indicates that visitors' perception of the
level of service provided is lower than their initial expectations. This possibility arises due to the
underperformance of the quality of service offered to visitors across the five dimensions of the
 14

HISTOQUAL framework. It is a prevailing phenomenon that client expectations often surpass the
perceived level of service, indicating that service providers consistently have room for
improvement in meeting customer needs (Parasuraman et al., 1991).

3.4. Principal Aspects of Expected and Perceived Service Quality

The degree of expected and perceived service quality of the 16 museums in Bangladesh,
specifically in Dhaka, Chittagong, and Rajshahi, can be assessed. This assessment is based on the
data criteria presented in Table 3, which has been adapted from the reference provided by
Nisfiannoor (2009).

Mean Level of Data Criteria

3.68-5.00 High

2.34-3.67 Average

1.00-2.33 Low

Table 3: Level of Data Criteria to Evaluate the Mean Score

Once the empirical mean scores have been categorized, the subsequent stage involves computing
the mean score for each dimension. This study employed descriptive statistics to analyze the
empirical mean score of perceptions and expectations.

Aspects Expectations Data Criteria Perceptions Data Criteria

(E) Mean (P) Mean
Responsiveness 3.69 High 2.08 Low

Tangible 3.73 High 2.53 Average

Communication 3.82 High 2.16 Low

Consumables 3.75 High 2.67 Average

Empathy 3.91 High 2.24 Low

Mean Total 3.78 High 2.33 Low

Table 4: Comparing the Mean Score and Data Criteria of each HISTOQUAL Aspects
 15

The mean score of 3.78 is derived from the many characteristics of expectations presented in Table
4. The classification of high criteria can be attributed to the discerning nature of museum visitors
in Bangladesh, namely those in Dhaka, Chittagong, and Rajshahi. This classification signifies the
visitors' elevated standards and expectations concerning service quality. This response addresses
the initial study inquiry on the extent of visitor expectations. The mean perception score, 2.33, can
be categorized as falling under the low requirements. The responder has identified responsiveness
and tangibles as two elements of museum performance that are considered high.

4. Conclusion and Recommendation

This research aims to gain insights into the service quality provided by museums in Bangladesh,
with a specific focus on examining visitors' perceptions and expectations regarding the service
quality offered by these institutions. The research was carried out on a sample of participants who
visited a total of 16 prestigious museums located among three divisions in Bangladesh, namely
Dhaka, Rajshahi, and Chattogram. The findings indicate that a significant proportion of the
participants, precisely 41.2%, expressed their impression of the museum service quality as
moderate. It is noteworthy that the majority of visitors held a relatively mild perception of the
service quality. Most participants, precisely 73.5%, expressed the need for assistance in traversing
the museum's displays. Additionally, a considerable proportion of 61.8% concurred that the
lighting system in place was satisfactory. A total of 41.2% of the participants indicated that they
perceived the cost of tickets to be at a moderate level, while 56.2% expressed satisfaction with the
entrance fee. A majority of the participants, precisely 67.7%, reported experiencing no difficulties
throughout their visits to the museums. Most of the visitors, namely 55%, agreed with the absence
of seating arrangements in the museums. This aspect has the potential to influence visitors'
judgments of the quality of service provided by the museum. The museums now provide
introductory comments regarding their contents; however, additional information is required. The
majority of museums in Bangladesh need the assistance of guides to facilitate the navigation of
enthusiastic visitors through the exhibits, hence posing challenges to their comprehension,
acquisition of knowledge, and overall appreciation. A total of 38.1% of the participants indicated
 16

that the level of services provided by the museum staff is deemed average and in need of
improvement.

Three facets of service characterize the primary deficiencies:

 The level of staff responsiveness (staff behavior towards visitors)

 The communication aspect of visitor information (knowledgeable staff)
 The availability of consumables (fair pricing of products)
 The provision of facilities for disabled visitors (empathetic accommodations)

Despite the majority of perceived service attributes being rated as bad, the average scores for
overall satisfaction and behavioral intentions of the visitors remained high. As mentioned earlier,
the management of the 16 selected museums in Bangladesh (located in Dhaka, Chattogram, and
Rajshahi divisions) should focus on addressing certain areas for development to enhance their
service quality.

The study also suggests that many Bangladeshi museums need help providing better service quality
for their visitors due to inadequate and unplanned infrastructure. Museums have started organizing
cultural events and art competitions but have yet to receive government funding. The need for
knowledgeable visitors and public awareness are significant barriers to maintaining quality
service. Teaching Museology as a diploma course can help fill the gap for lack of informed visitors
and competent workers for the museums in Bangladesh. Research is crucial for effective
management, and museums serve as custodians of shared heritage and cultural comprehension. To
address these issues, museums should focus on more research and promotion, such as publishing
journals or periodicals. However, authors must demonstrate enthusiasm for their work and receive
adequate funding and publishing opportunities.

This research endeavor has the potential to provide a valuable contribution to the exploration of
museums as tourist attractions, with a particular focus on the examination of museum service
quality. The present study utilizes the HISTOQUAL model, which has been adapted to assess
service quality in Bangladeshi museums, taking into account specific contextual factors.
According to the findings of the reliability test, it can be concluded that the HISTOQUAL model
 17

exhibits a high level of dependability. Consequently, the model is a valuable and trustworthy tool
for assessing the expectations and perceptions of service quality within museum contexts. The
research instrument was designed in accordance with previous studies conducted in the context of
heritage and museum settings.
Consequently, the obtained findings are suitable for comparative analysis. Furthermore, the
technique employed in this study might be adapted for application in other museums and cultural
locations. This study has the potential to provide valuable insights for the administration of the 16
selected museums by suggesting that a majority of visitors are domestic tourists who seek both
leisure and educational experiences during their trips to these museums. Hence, by providing
suitable amenities and services according to visitors' requirements, the perception of museums in
Bangladesh among visitors can be enhanced.

This study is not devoid of limitations, with some of these constraints being the sample size.
However, it is worth noting that the sample comprised respondents with diverse demographic
features. Obtaining the necessary data from all the museums throughout Bangladesh for this study
will involve a prolonged, arduous, and costly procedure. The current study focused on a total of
sixteen museums that are considered relevant to the Dhaka, Chattogram, and Rajshahi Divisions.
Further investigation is required regarding the assessment of service quality in museums. Future
studies will aid in finding more pieces of the puzzle that are still missing and will support the
service industry in resolving and enhancing the level of service that museums offer. Furthermore,
scholars and professionals in the field of museum studies may engage in research endeavors that
entail the evaluation of various attributes of visitors, such as their age, occupation, level of
education, and travel patterns.

References

1. Ali, Z., Zawawi, R., Myeda, N.E. and Mohamad, N., 2019. Adaptive reuse of historical
buildings. [online] International journal of building pathology and adaptation.
https://doi.org/10.1108/ijbpa-04-2018-0029

2. CALDWELL N. (2002). Rethinking the Measurement of Service Quality in Museums and

 18

Galeries, International Journal of Nonprofit and Voluntary Sector Marketing, 2002.

3. Caro, L.M. and Garcia, J.M. (2008), “Developing a multidimensional and hierarchical
service quality model for the travel agency industry”, Tourism Management, 2008.

4. CHENG Man I ve WAN Penny Kıng (2012), Service Quality of Macao Museums, Journal
of Quality Assurance in Hospitality & Tourism, 2012.

5. Dornyei, Z. (2003) Questionnaires in Second Language Research Construction,

Administration, and Processing. London, UK: Lawrence Erlambaum Associates, Publishers.

6. Frochot, I. and Hughes, H.L., 2000. HISTOQUAL: The development of a historic houses
assessment scale. [online] Tourism Management. https://doi.org/10.1016/s0261-
5177(99)00045-x

7. Goodall, B. (2006), “Disabled access and heritage attractions”, Tourism Culture and
Communication, 2006.

8. MARKOVĠC Suzana, RASPOR Sanja ve KOMSĠC Jelena (2013), Museum Service

Quality Measurement Using The Histoqual Model, Tourism in Southern and Eastern Europe,
2013.

9. Nickson, D.P., Warhurst, C. and Dutton, E. (2005), “The importance of attitude and
appearance in the service encounter in retail and hospitality”, Managing Service Quality, 2005.

10. Nisfiannoor, Muhammad. (2009) Pendekatan Statistika Modern untuk ilmu Sosial. Jakarta,
Indonesia: Salemba Humanika.

11. Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991) Refinement and Reassessment of
the SERVQUAL Scale. Journal of Retailing, 1991.

12. Putra, F.K.K., 2016. Implementation of HISTOQUAL Model to Measure Visitors’

Expectations and Perceptions in Museum Geology Bandung. [online]
https://doi.org/10.2991/atf-16.2016.48

13. Unuvar, S. and Yapici, O.Ö., 2021. A Study on the Measurement of Service Quality in
Museums using the Histoqual Model: Case of Samsun. [online] ResearchGate. Available at:
https://www.researchgate.net/publication/348183701
 19

14. YILMAZ Ġ. (2011), “Müze Ziyaretçilerinin Hizmet Kalitesi Algılamaları:

Göreme Açıkhava Müzesi Örneği” Anatolia Turizm AraĢtırmaları Dergisi, 2011.

15. YÜCELT U. (2000). Marketing Museums: An Empirical Investigation Among Museum

Visitors, Journal of Nonprofit & Public Sector Marketing, 2000.