Museum Service Value Blueprint: An Enhanced View on Visitor Experience

Gita Anugrah, Rifi Wijayanti Dual Arifin, Diah Kusumastuti, Selma Karamy, Astri Amanda


The experience of visiting a particular site in a particular place is a subjective and distinctive matter for everyone. The experience and expectations for every individual are diverse, relying upon the type of data assimilated from a tourism site, in this case, is a museum. Projection of experience expectations during a visit to the Museum is likely to occur if there is an additional value from the service system in the Museum. Exploring the role of the visitors as a co-creator experience is the aim of this study, exploration based on the possibility of visitor participation and interaction during their visit, that visualized through service value blueprint. This study uses a qualitative approach and a conceptual work that explores the service system of the Museum by conceiving of service blueprint in existing and proposed value to co-create by the visitor of the Museum. The service value blueprint utilized to map new value creation that permits visitors and museum management to improve the interactive displays that can be a useful asset to construct visitor engagement that fundamentally contributes to a museum's long haul relationship with the visitors. The limitations of this study are the generalization in the Indonesian context, specifically in the Museum located in Bandung and limitations of the study's approach to strengthen the structure of research thought. Fulfillment of the literature gap related to value co-creation in the application of museum context is the originality of this study


Visitor Experience; Value Creation; Service Value Blueprint; Museum

Full Text:



Alter, S. (2008) Service System Fundamentals: Work System, Value Chain, and Life Cycle, IBM Systems Journal, 47, 1, 71-85.

Alter, Steven. (2013). Value Blueprint and Service Design Space for Facilitating Value Creation. Proceedings of the Nineteenth Americas Conference on Information Systems, Chicago, Illinois, August 15-17, 2013.

Chih-Tung Hsiao & Ming-Hung Yao. (2012). System Dynamics Approach to Visitors’ Long-Term Satisfaction with Museum: A Case Study of The National Museum of Natural Science, International Journal of Electronic Business Management, 10(2):113-121

Juan Gabriel Brida. (2016). Understanding museum visitors’ experience: a comparative study, Journal of Cultural Heritage Management and Sustainable Development. Business Process Management Journal. 22(2): 285-304

Ludovico Solima, Maria Rosaria Della Peruta, and Vincenzo Maggioni. (2015). Managing adaptive orientation systems for museum visitors from an IoT perspective.

Muskat, M., Muskat, B., Zehrer, A., & Johns, R. (2013).

Generation Y: Evaluating services experiences through mobile ethnography. Tourism Review of AIEST - International Association of Scientific Experts in Tourism, 68(3), 55-71. DOI: 10.1108/TR-02-2013-0007

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105

Radder, L., and Han, X. (2015), "An examination of the museum experience based on Pine and Gilmore's experience economy realms," Journal of Applied Business Research (JABR), Vol. 31 No No. 2, pp. 455-469.

Raajpoot, N., Koh, K., & Jackson, A. (2010). Developing a scale to measure service quality: An exploratory study. International Journal of Arts Management, 12(3), 54-69.

Sheng, C., & Chen, M. (2012). A study of experience expectations of museum visitors. Tourism Management, 33(1), 53-60. DOI: 10.1016 /j.tourman. 2011. 01.023

Sheng, C., & Chen, M. (2013). Tourist experience expectations: questionnaire development and text narrative analysis, International Journal of Culture, Tourism and Hospitality Research, 7 (1), 93 – 104. DOI: 10.1108/17506181311301390

Sergio Moreno-Gil & J.R. Brent Ritchie. (2017). Research-based guidelines for effective visitation management of museums' image. International Journal of Culture, Tourism, and Hospitality Research.

Tang, J., & Qiu, C. (2014). Research on Motivation, Experience, Satisfaction, and Behavioral Intention of Museum Tourism—A Case of Macau Museum. Tourism and Hospitality Development Between China and EU, 137-153. DOI:10.1007/978-3-642-35910-1_11

T. Pencarelli. M. Cerquetti, S. Splendiani. (2016). The Sustainable Management of Museums: An Italian Perspective. Tourism and Hospitality Management, 22(1): 29-46

Zbuchea, Alexandra. (2015). Museums as Theme Parks – A Possible Marketing Approach? Journal Management Dynamics in the Knowledge Economy, 3(3), 483-507



  • There are currently no refbacks.

Copyright (c) 2020 Gita Anugrah, Rifi Wijayanti Dual Arifin, Diah Kusumastuti, Selma Karamy, Astri Amanda

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Program Studi Di luar Kampus Utama (PSDKU) Universitas Padjadjaran  & Research Synergy Press

Tourism and Sustainable Development Review (TSDR)

Mailing Address: 
Program Studi Di luar Kampus Utama (PSDKU) Universitas Padjadjaran
Dsn. Sukamanah Ds. Cintaratu  
Kec. Parigi 
Kab. Pangandaran (46393) - Indonesia. 

Mailing Address: 
Research Synergy Press
Jalan Nyaman no 31 
Komplek Sinergi Antapani 
Bandung 40291 - Indonesia.


The Tourism and Sustainable Development Review (TSDR) is indexed by:
Panduan Google Scholar – LPPM Universitas Stikubank SemarangMengenal Crossref (Cross Reference)Current Indexing | Jurnal Teknologi Informasi dan Pendidikan
 DOAJ (@DOAJplus) / Twitter

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.