INSIGHT INTO THE PERCEPTIONS OF MUSEUMS AND OPPORTUNITIES FOR MUSEUM SERVICE IMPROVEMENT: A STUDENT PERSPECTIVE

The aim of this paper is to explore students’ perceptions of museums in the Republic of Croatia. Because of a lack of research of this topic, we tried specifically to: (1) find out how students describe museums and museum visitors, (2) discover the role of museums in society and (3) collect students’ suggestions on how museums can improve the museum visitor experience. A mixed-method research methodology that combines qualitative and quantitative data was used. A questionnaire with open-ended and closed questions was administered as a research instrument to obtain insight into the perceptions of museums. The research was conducted on a sample of 110 respondents (students). We found that students have a positive perception of museums and museum visitors. The role of museums in society is related to education and cultural uplift, while the uniqueness museums compared to other institutions arises from the fact that they offer specific knowledge and skills and display authentic objects. Students’ suggestions for improvements in museum experience are related to the interactivity and customisation of museum services. Research limitations are related to the sample size and structure, an intentional sample of 110 respondents (students) of a single faculty in Zagreb. This is the first paper to provide an insight into students’ museum perceptions in the Republic of Croatia using a mixed-method research methodology.