Pengaruh Daya Tarik Digitalisasi Museum Nasional Indonesia terhadap Motivasi Berkunjung di Wisata Heritage Kota Jakarta

Abstract

This study aims to determine the effect of digitalization attractiveness at the National Museum of Indonesia on tourists’ visiting motivation in heritage tourism in Jakarta. The method used in this research is a quantitative method with descriptive and associative approaches. Data were collected through questionnaires distributed to 100 respondents who had visited the National Museum of Indonesia. The data analysis techniques include validity test, reliability test, coefficient of determination test, and simple linear regression analysis. The results show that digitalization attractiveness is categorized as attractive with a mean score of 4.12, while visiting motivation is categorized as highly motivated with a mean score of 4.27. The coefficient of determination indicates that digitalization attractiveness influences visiting motivation by 56.5%. Furthermore, the t-test results show that digitalization has a significant effect on visiting motivation. This indicates that technologies such as augmented reality, interactive panels, and mobile technology enhance visitor experience and increase their intention to visit. In conclusion, digitalization has a significant influence on visiting motivation. Therefore, it is recommended that museum management improve digital content quality, especially in immersive spaces, and enhance digital facilities to optimize visitor experience.

Keywords: digitalization, visiting motivation, museum, heritage tourism