The Satisfaction of the Visitors of the Anne Frank House - Coursework Example

Paper Y 3 Introduction 3 Museum Visitors 4 Research objectives 6 Methodology 6 Research Questions 6 Data collection 7 Data Analysis 9 Conclusions 16 References 17 Table of Contents YAbstra Introduction 3 Museum Visitors 4 Research objectives 6 Methodology 6 Research Questions 6 Data collection 7 Data Analysis 11 Conclusions 19 References 21 Abstract 3 Introduction 3 Museum Visitors 4 Research objectives 6 Methodology 6 Research Questions 6 Data collection 7 Data Analysis 9 Conclusions 16 References 17 Abstract The discussion in the paper looks at the elements that affect the valuations of visitors of the Anne Frank House, an on-site historical museum. The approach adopted in the study perceives Anne Frank House as an entire entity and not as the sum of specific items. For the reasons of this research, the study developed various instruments based on the practical experience and literature review. The study sent questionnaires and papers with overt more than 1,000 visitors to the renowned museum. The findings of the study proved that the visors view the museum from the holistic point of view, the overall satisfaction of the customers was more than the satisfaction with regards to specific items. The approach mainly appeared to the young people, Europeans and people with high educational background. Young people and people with high level of learning background appeared to be more satisfied as compared to people from other areas. While the conclusion of the stud apply mainly to the Anne Frank House the unique approach adopted in measuring the satisfaction of visitors can be easily adopted and applied to any other historical site/museum or a similar tourist attraction. Some of the key words used in the study include satisfaction, museum, consumer behavior, cultural economics and services. Introduction A number of studies from marketing point of view have been focused towards various museums. The satisfaction of the visitors is mainly examined from two angles; the feature of products and demographic perspective where the holistic approach plays an important role. The discussion in the paper gauges the prevalence of the approach among visitors who are on the on site of the Anne Frank House. The approach perceives the museum in its entity and not as the summation of the specific items. (Smith, 2014) Museum Visitors The public sector museums are usually encouraged to be more market oriented as a result of the public funding has to be justified in terms of the satisfaction of the visitors. Besides, there has been an upsurge on the customer concerns audience and preference development. According to Dodd and Sandell (1998) there is increases competition from other museums and leisure activities for a marketing oriented approach. One of the key elements of the marketing approach is the segmentation and various distinguishing various target groups. Common segmentation is usually on the basis of age, gender, education/income/social class, race, religion and nationality. In addition to the identification of various target groups focuses mainly on the audience development for various different groups. Reasons behind it can be the constant increasing competition from other museums and other types of leisure activities and the requirements of various funding organizations. (Anne Frank House 2012) There are a myriad of studies that have classified visitors in the museum into three main categories e.g. guests, stringers and the clients from the manner in which museums perceive their victors. The studies suggests that the social trends will force Anne Frank House to treat visitors as clients and will acknowledge that the visitors have the needs, wants and expectations that the museum has an obligation to understand their needs and meet them. The important of the museum in the society has been growing as the methods and the purpose of the museums has been growing closer to the behavior and needs of the people. It is therefore important that the study know the visors of the museum and their expectations. Visitors experience and expectations There are number museums which are a must for visitors across the globe and are referred to as the superstar museums. They mainly offer total experience to the experience meaning that the museums have to be able to be connected to the history of event, politics, history, TV and films. The museums are also to provide for everything from food, education, shopping for entertainment and gifts. Some of t he museums with this status includes Prado in Madrid, Hermitage in Leningrad, Rijksmuseum in Amsterdam, and also the Uffizi in Florence. Baumol (1985) stated that there are six stages in the process of delivery in the museums; entrance, permanent collection, temporary collection, restaurant, museum wardrobe and shop. In their study, some of the influence of the studies on the overall satisfaction is dependent on the combination of stages that are often faced by the visitors of visitors. According to a number of studies, the visits to the museums consist of bundle services. The studies further shows that the experience of the visitors includes both the viewing and engaging with the artifacts, buildings and pictures and services such as retailing, car packing and catering. The enjoyment of depends on the way in which bundles is put together and the proportion by which the services are combined. The type of most satisfying museums depends on the characteristic and the organizations of the museums. Other studies also show that the satisfaction also depends on the characteristics of the visitors and the experience they find on the museums. These studies show that the satisfaction customers find is dependent on four main categories including the experience of the object, cognitive experience, introspective experiences and the societal experiences. Studies show that the visit of the museum can be very complex that involves different dimensions of the life of visitors using the characteristics of the visors including gender, age, residence and the first or the repeat visits. The studies concluded that both the gender and are connected with the satisfying experiences. Visitor who are between the ages of 25 and 45 were likely able to select some of the experiences which are very satisfying and are unlikely to select the experiences of the object. The visors that have not attained the age of 25 are more likely to pick the experiences which are introspective and are less likely to pick the cognitive experiences as most satisfying. (Dodd & Sandell, 1998) The main aim of the study is analyze the satisfaction among the museum visitors through the holistic approach. Research objectives Some of the research objectives To analyze whether the museum visit have a holistic character To measure some of the different experiences of various target groups To measure the different lines of the future development in the cultural economics. Methodology An in-depth analysis helps in the understanding of the satisfaction of customers who visit the museum. A number of respondents participated in the study. Through their quantitative and qualitative opinion, it was easier to measure their level of satisfaction. Both the dependent and the independent data collected from about 2000 customers were adopted as part of the analysis. Research Questions The paper examines two main questions that are also focused on two main focal questions that is also analyzed in the literature. The first question that this research paper analyzes is: does museum visit have a holistic character? The holistic perspective renders the perception of various products or the services as being an entire entity. In the context of this study, it means that the visitors of the museums should be satisfied with their ordeal experience as compared to the individual item. The second question analyzed in the study is: are there differences between target groups? From the previous research the study shows that age, gender, income, education and nationality and other useful segmentation. In 1994, (Throsby), focused on different lines of the future development in the cultural economics: the exploration of the empirical and theoretical problems, the provision of the reasonable data and the existing challenges of the convectional boundaries. The guidelines which are adopted became an important area of the paper. The paper adopted the valid concepts of the behavior of the consumer to the visiting of museums, which represent an exploration of theoretical and the empirical problems. The study built a peculiar and extensive set of data. The study finally, met the requirements of Thosby with regards to the challenging various convectional barrier. The research project adopted the explorative character. (Anne Frank House 2012) Data collection Anne Frank House launched a systematic way of examining the meeting that visitors attach to the museum in March 1998. The study was conducted in collaboration with Anne Frank Museum management and sent about 200 customers which were received back within five days. The study translated the questionnaire into 9 different languages. The questionnaires were anonymous and it wasn’t easy to know the source of the responses. The study adopted the manner because of the long term approach and also to ensure that there i9s privacy in the study. The respondents of the study only formed a small percentage of the whole group of visitors of Anne Frank House museum during the period of the study. Through comparison with the voluntary taking of questionnaires from different languages was one of the ways through which it was measured the representation of the study. The study however introduced the Hebrew questionnaire was sent later during the project and that the version in Portuguese was sent later. The representation sent in Dutch was overrepresented going by the results which were obtained. Despite the discrepancy in the study, the language structure of the questionnaire was almost the same. This meant that the study was viewed as an indicative. The study represented one reason for the non-response that the members of the groups who are visiting the museum had a lesser time in filling out the questionnaire. But either were, a number of the members of the group participated in the study. (Baumol, 1985) The study also showed that the visitors who were interviewed from Canada and the United States formed the largest group; representing almost quarter of those interviewed which was followed by UK, Ireland, European nations and the host country. The small groups mainly originated from New Zealand, Australia, Asia, Latin America and Africa. Brochure Languages Vs. Respondents Nationalities Satisfaction of the study was measured by the question: Were you and to what extent with the following aspects of the Anne Frank House. The respondents were required to answer the five point scale which included 1. Extremely unsatisfied 2, Unsatisfied, 3, Neither satisfied nor dissatisfied 4, Satisfied 5 and very satisfied; The individual items which were considered included the information by the museum, the atmosphere in Anne Frank House, the publications available in the workshop and the information provided in other forms e.g. CD-Rom among others. The studies showed that visitors had negative perception on factors such as the entrance price, crowd perceptions and the waiting time line. (Kurtz and Clow, 1998) Data Analysis The study started by addressing the question on whether the holistic approach was relevant to the respondents. The study tested the differences between the satisfaction with regards to the individual item and the overall satisfaction with regards to the Anne Frank House. Given different observations, the paper adopted the one tailed z-test for the study. The groups that answered the question on satisfaction with regards to the specific items or the overall satisfaction were not 100% identical. Overall, the study tested whether the average satisfaction with regards to the specific items different from the entire average for the similar sub-groups, (Breakey, 2010) The company used SAS in the analysis. The study also used the Wilcoxon signed rank test in the additional checking. The test is very powerful and mainly used in the behavioral sciences. The study also adopted a one-tailed test at the one percent (0.01), the confidence level for the test. Therefore any value that is more than 3.7 shows that significance difference. The study showed that the satisfaction regarding the overall experience was higher as compared to the individual items. The study is true for the items which were negatively charged. The entire satisfaction is generally determined through the valuation and expectation. Therefore the study confirmed the holistic approach for the group of participants in the study. (Pekarik, Doering, and Karns, 2000) The study also hardly found out the gender biases associated with the holistic approach in the study. All the scores were neither dissatisfied on one hand nor satisfied on the other hand nor satisfied. It should be noted that the study was not in search of the differences in the possible satisfaction between genders. The study concluded that the holistic approach worked well for gender for all the items. The items that were negatively charges also showed the highest scores. Satisfaction Regarding Anne Frank House: Females Vs. Males Average Female Male General atmosphere 3.7 3.7 General information 3.6 3.7 Exhibition panels 3.7 3.6 Atmosphere in the annex 3.6 3.7 Videos 3.7 3.7 Bookshop 3.6 3.6 CD-Rom 3.5 3.6 Entrance price 3.5 3.5 Waiting time in line to enter 3.2 3.3 Crowded conditions 3.2 3.3 Overall experience 3.8 3.9 B Z-VALUE Female male General atmosphere 8.1 5.1 General information 7.5 7 Exhibition panels 7 8.9 Atmosphere in annex 8.8 6.2 Videos 4.4 4.9 Bookshop 7.9 8.7 CD-Rom 9.2 8.7 Entrance price 10.9 11.9 Waiting time in line to enter 16.5 15.1 Crowded conditions 17.7 16.5 The study found out a cute contrast when the study split the audience by age, though the contrast was quite close. The study was in search of various differences in terms of age. The entire scores were ranging between thee neither dissatisfied nor satisfied and were slightly above the satisfied. The holistic approach taken in the study clear among the people were younger than 50; their entire satisfaction were more than their satisfaction on the basis of eight to ten individuals items as per the age group. The presented corresponding differences were slightly lower for those who were less than 50 and 60 and specifically for those who were less than 60. (Deaderick, 2007) Satisfaction Regarding Anne Frank House: Age A Less than 20 20-30 30-40 40-50 50-60 more than 60 General atmosphere 3.8 3.9 3.9 3.9 3.7 3.8 General information 3.9 3.8 3.8 3.9 3.7 3.7 Exhibition panels 3.9 3.8 3.8 3.9 3.7 3.8 Atmosphere in the annex 3.8 3.8 3.9 3.9 3.6 3.7 Videos 3.9 4 3.9 3.9 3.7 3.8 Bookshop 3.8 3.8 3.7 3.7 3.6 3.7 CD-Rom 3.8 3.7 3.7 3.7 3.5 3.5 Entrance price 3.6 3.6 3.8 3.8 3.6 3.5 Waiting time in line to enter 3.2 3.4 3.4 3.4 3.4 3.1 Crowded conditions 3.4 3.3 3.3 3.3 3.4 3.3 Overall experience 4.1 4.1 4 4.1 3.9 4 B Z-VALUE Less than 20 20-30 30-40 40-50 50-60 more than 60 General atmosphere 4.9 7.4 3.8 4.2 1.9 1.5 General information 3.9 7.3 5 5.1 3.4 1.8 Exhibition panels 3.1 7.4 6.5 5.4 3.2 1.3 Atmosphere in the annex 4.4 7.9 4.5 5 4.3 1.8 Videos 2.1 2.9 3.1 4.2 3.4 1.7 Bookshop 3.8 6.8 7.2 6.2 4.4 2 CD-Rom 4.2 9.2 7.3 7.6 5.9 4.1 Entrance price 7.4 13.5 6.7 7.2 3.2 3.6 Waiting time in line to enter 11.2 14.5 11.6 11 5.7 5.1 Crowded conditions 8.4 19.1 13.4 13.4 6 4.5 As indicated above, education also facilitates the shading of light. The scores ranged between the neither dissatisfied and satisfied nor satisfied. The proper research proposition with regards to the holistic approach is true for the higher educated people. People who hold university degrees with universities and institutes of higher professional education showed higher scores for the entire experience more than a specific individual item. It also showed that people who are having lower education are usually less open to the holistic approach. (Dodd & Sandell, 1998) Satisfaction Regarding Anne Frank House: Education Average 1 2 3 4 5 6 General atmosphere 3.5 3.6 4 3.6 3.6 3.6 General information 3.6 3.5 3.8 3.6 3.6 3.6 Exhibition panels 3.5 3.6 3.7 3.6 3.6 3.6 Atmosphere in the annex 3.5 3.6 3.8 3.6 3.6 3.6 Videos 3.5 3.6 3.8 3.5 3.6 3.7 Bookshop 3.5 3.6 3.6 3.5 3.5 3.6 CD-Rom 3.4 3.7 3.6 3.2 3.5 3.6 Entrance price 3.4 3.2 3.7 3.3 3.4 3.5 Waiting time in line to enter 3.1 3.2 3.2 3.2 3.2 3.2 Crowded conditions 3.2 3.3 3.4 3.2 3.2 3.1 Overall experience 3.7 3.8 3.8 3.9 3.8 3.8 B 1 2 3 4 5 6 General atmosphere 1.8 2.3 1.3 3.7 5.1 5.5 General information 0.9 4.1 0 4.4 3.6 5.2 Exhibition panels 1.7 2.8 1.5 3.5 4.9 6.3 Atmosphere in the annex 1.3 2.4 -0.3 4.3 4.2 7.4 Videos 2.1 1.4 0.3 4 3.9 2.2 Bookshop 1.7 2.7 1.4 5 5.5 5.8 CD-Rom 3 4 1.2 7.1 4.8 4.9 Entrance price 3.4 5.8 1.3 7.6 6 7.2 Waiting time in line to enter 5.6 7.7 4.2 7.8 7.8 13.3 Crowded conditions 4.3 5.8 2.6 7.8 9.3 15.7 1 Secondary school 2 University preparatory secondary education 3 Lower vocational education 4 Higher vocational education 5 Higher professional education 6 University Finally, the study examined the results obtained by nationality. The study omitted group of Africans who were listed given that it consisted only by the right respondents. The study only found out a small difference with regards to rating by different groups. All the scores ranged between neither the dissatisfied and satisfied nor the satisfied. The Dutch indicated that most of the holistic attitude with regards to the uniqueness of the museum; the satisfaction with regards to the overall experience surpassed the satisfaction of the individual items. They were then followed by the visitors from Ireland and UK and other European countries. Asians, Australians, New Zealanders and Latin Americans followed in the last place. (Sutner, & Telegram, & 1995,) Satisfaction Regarding Anne Frank House: Nationality Average 1 2 3 4 5 6 7 General atmosphere 3.6 3.7 3.6 3.7 3.8 3.9 3.7 General information 3.6 3.7 3.6 3.8 3.9 3.8 3.6 Exhibition panels 3.6 3.7 3.7 3.7 3.6 3.8 3.5 Atmosphere in the annex 3.6 3.7 3.7 3.7 3.7 3.7 3.7 Videos 3.7 3.8 3.7 3.9 4 3.8 3.6 Bookshop 3.5 3.7 3.5 3.7 3.7 3.7 3.6 CD-Rom 3.6 3.6 3.3 3.6 3.9 3.7 3.5 Entrance price 3.5 3.7 3.3 3.5 3.4 3.4 3.4 Waiting time in line to enter 3.3 3.4 3.1 3.3 3.3 3.3 3.2 Crowded conditions 3.2 3.3 3.2 3.1 3.4 3.3 3.2 Overall experience 3.7 3.9 3.9 3.8 4 4 3.9 B Z-Value Satisfaction Regarding Anne Frank House: Nationality Average 1 2 3 4 5 6 7 General atmosphere 4.8 5.3 5.7 2.1 1.8 2.4 2.3 General information 3.8 5.4 5.6 1.2 1.2 2.2 5.3 Exhibition panels 3.5 5.6 4.2 1.7 3.4 2.9 6 Atmosphere in the annex 5.1 6.1 4.2 1.6 2.7 3.6 3.2 Videos 0.5 3.3 4.7 0 0.3 2.5 3.9 Bookshop 5.4 5.5 7.7 2 2.2 2.9 4.3 CD-Rom 2.4 6.5 9.9 2.2 1.2 3.4 6.4 Entrance price 4.9 3.9 10.7 3.6 4.9 6.3 9.1 Waiting time in line to enter 9.3 9.4 11.2 5 5.2 6.2 10.6 Crowded conditions 11 11.2 9.9 6.3 4.7 7 11.5 The means significance at 99.99 level 1=United States and Canada 2= United Kingdom and Ireland 3=The Netherlands 4= Australia and New Zealand 5= Latin America 6= Asia 7= Other Europe From the data, it appears that the holistic approach appears to be working for the visitors of the museum. It appeared prominent among some groups like young people, Europeans, and more educated people. Education and age besides age and nationality are not presented to be clearly independent of the factors. Th4ere is however no clear explanation for the dependence of the variables. The study showed that the Europeans are sensitive to the Anne Frank House effect compared to Non-Europeans. The explanation is because of the dramatic and the real life history of the house. The Europeans puts the museum in a more clear perspective since Europe specifically Amsterdam is known of some of the historical landmarks that summon some of the memories of the Second World War. In a nutshell, a number of visitors are open to the holistic approach as compared to the educated ones. Their knowledge is likely to deepen the understanding of the peculiar value of Anne Frank House. This paper takes into account the peculiarity of the museum as an on-site of the historical museum. The museum is also unique because of its location. The chapter of history definitely unfolds in the museum. The weakness of the study is that the methodology does not suite other on-site historical museums. Conclusions The visitors of the museum portray the holistic approach towards the clear historic museum. The overall satisfaction of the visitors was more than their satisfaction with regards to some of the individual items e.g. exhibition panels, atmosphere, the annex, publications, waiting time in line, CD-Rom, crowded conditions among others. The empirical analysis confirms that the other theoretical; statements of the holistic approach of the study. It is clear that most people visit the museum because of what it represents as opposed to what it is. It is clear that the individual items are not able to evoke a powerful feeling. Gender, nationality and education are very significant in this study. The approach is prominent in some groups than others. One of the reasons for it is that maybe the old people have high memories historically with regard to war than young people. The effect of nationality is explained by the fact that Europeans place a lot if emotional impact on the museum into a local direct perspective. The educational impact is explained from the in-depth and wide knowledge that is presented. A future research might be done to empirically to determine whether the holistic approach conclusion with regards to the museum applies exclusively to Anne Frank House or also to other museums. There should also be a focus on the determination why young people better educated and Europeans are quite open to the holistic study compared to other visitors. References Anne Frank exhibition is to feature at Durham Cathedral 2000, , Darlington (UK). Anne Franks Writings to be on View for U.S. Holocaust Museum 10th Anniversary 2003, , New York. Anne Frank House 2012 Annula report 2011, Anne Frank House, Amsterdam Breakey, P. 2010, Traveling exhibition on Anne Frank coming to Walton, Washington. Baumol, W.j 1985 Asthetic Judgement of Arts Patronage of Adolescents, Advances in on-Profit Marketing 1; 161-206 Deaderick, L.B. 2007, BRIEF: Anne Frank exhibit opens at war museum Monday, Washington. Dodd, J & Sandell, R 1998, Audience development; in A. Coles ed., Building bridges Museums & Galxleries Commisison, London Kurtz, D.L and K.E Clow (1998), Services marketing, John Wiley & Sons, New York Major exhibit on Anne Frank slated in Connecticut 1989, , Worcester, Mass. Pekarik, J.J., Doering, Z.D amd Karns, 2000 D.A Exploring satisfying experiences in museums, Curator 42/2; 152-173 Throsby, D. (1994), The production an deconsumption of the Arts: A view of cultural Economics, Jpurnal of Economic Literacture, Vol XXXII, 1-29 Smith, S.S. 2014, Anne Frank Still Inspires With Her Hopeful Diary Dig Deep: She persevered until the Nazi march to death, Los Angeles. Story of Anne Franks tragic life is told 2008, , Darlington (UK). Sutner, S. & Telegram, &.G.S. 1995, History studied for `Anne Frank, Worcester, Mass. Appendix Sample Questionnaire Hello! My name is -------------------------------------------I am studying ------------------------ - in ------------- University. I am conducting a study a study on the satisfaction of the visitors in Anne Frank Museum as part of our requirements to graduate with a ------------ Degree. The questionnaire mainly has multiple choices with few questions to be discussed. I kindly request that you spare few minutes of your time to help me fill the questionnaire. The answering takes about 5 minutes. 1) What is your age in years 18-25 26-35 36-45 45-55 55 and above 2) What is your gender Male Female 3) What is your nationality African Latin America Australia and New Zealand Asia The Netherlands Other Europe UK and Ireland United States and Canada 4. What is your highest level of education? University Higher professional education Higher vocational education Lower vocational education University preparatory and secondary Secondary education Secondary 5) What language do you speak English Dutch German Japanese Spanish Hebrew French Italian Portuguese 6) What was the purpose of your visit Quality family time School related tour Visit with friends Non-managerial position Interest in Anne Frank Museum story Others (please specify) 7) How many people visited with you Adults School age children Preschoolers Toddlers Infants 8) What was your perception on the quality and presentation of exhibits Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 10) Exhibits met your expectations Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 11) Support and courtesy of the museum support Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 12) Exhibits drove a lot of children’s curiosity Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 13) It was easy talking about exhibits with children Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 14) You will come back to visit the museum Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 15) The experience in terms of age and grade was appropriate Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 16) The exhibit related more to the old Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 17) There is a succinct explanation of the Holocaust Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 18) How did you know about Anne Frank Museum By visiting their website Followed link to another website Brochure Friend News advertisement Driving by Others (please specify) 18) Did you like the general atmosphere of the museum Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 19) Were you ok with the condition in terms of space, Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 20) Were you ok with the entrance price Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 21) What was your feeling about the waiting line experience Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 22) What was the feeling and experience with videos Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied 23) Did you enjoy being in the bookshop Extremely unsatisfied Unsatisfied Neither satisfied nor dissatisfied Satisfied very satisfied END Thank you for making Anne Frank Museum a better place Read More