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Submitted
December 19, 2022
Published
December 20, 2022
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Abstract

This study has focused on visitor motivation in visiting the Tun Jugah Foundation Gallery and identifying the pull factors and push factors driving the Tun Jugah Foundation Gallery. The research objectives that have been focused on are to identify the motivation that influences the visitor, study visitor perceptions, and analyze the level of visitor satisfaction towards the Tun Jugah Foundation Gallery. In addition, quantitative methods such as distributing questionnaires to 384 respondents around Kuching and Tun Jugah Foundation Gallery building were conducted. In conclusion, this study found that Tun Jugah Foundation Gallery is one of the institutions that still maintains the uniqueness and authenticity of the traditional culture of Iban society today.


 

Keywords

Motivation, Visitor, Tun Jugah Foundation Gallery, Factor, Perception

Article Details

Author Biographies

Mohd Irfan Hazrain Kamuruddin, Universiti Malaysia Sarawak, Malaysia

Lecturer at Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak. His research interests include Arts Management and Arts Tourism.  Email: [email protected].

Shaik Azahar Shaik Hussain, Universiti Malaysia Sarawak, Malaysia

Lecturer at Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak. His research interests include Arts, Tourism, Business Management, and Science Tourism.  Email: [email protected].

Nazfieziana Anak Jelias, Universiti Malaysia Sarawak, Malaysia

Lecturer at Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak. Her research interests include Arts Management, Arts Tourism, and Business Management.  Email: [email protected].