Museums as heritage sites: The effect of modernization on the visit intentions of the younger generation
Citra Anggraini Tresyanto
Abstract
Museums, as the “home” of cultural and historical heritage, have experienced a decline in popularity amid increasing competition from modern tourist destinations. The younger generation tends to prefer destinations that prioritize visual aesthetics and engaging entertainment, which may contribute to the declining popularity of museums. The lack of interest among younger people in visiting museums as tourist destinations motivated this study, which employed a causal research design and quantitative methods using a correlational approach. The study population consisted of respondents aged at least 20 years who enjoyed traveling, with the additional criterion that they took vacations at least once a year. Respondents were selected using a non-probability sampling method, resulting in a sample of 347 participants. The data were analyzed using SmartPLS 3. The results indicate that perceived aesthetic value directly influences visit intention and indirectly influences it through attitudes. In contrast, entertainment influences visit intention indirectly through attitudes but has no direct influence on visit intention. Based on these findings, reviving the popularity of museums in Indonesia requires greater attention to aesthetic values that can capture the interest and attention of the younger generation. In addition, entertainment features should be further developed to overcome the perception that museums are boring.
Keywords
cultural tourism, aesthetic, young generation, tourism, heritage
Author information & Contribution
Citra Anggraini Tresyanto. Doctor Program in Management, Widya Mandala Surabaya Catholic University. Email: managedoctor.citra.a.22@ukwms.ac.id
Disclosure statement
No potential conflict of interest was reported by the author.
Funding
This work was not supported by any funding.
Institutional Review Board Statement
This study adhered to the principles of informed consent, voluntary participation, anonymity, and confidentiality.
Data and Materials Availability
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Declaration
The author declares the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used ChatGPT in summarizing key points. The author takes full responsibility in ensuring proper review and editing of contents generated using AI.
Notes
Acknowledgement
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Cite this article:
Tresyanto, C.A. (2026). Museums as heritage sites: The effect of modernization on the visit intentions of the younger generation. Journal of Hospitality, Tourism & Cultural Research, 2(3), 1-24. https://doi.org/10.53378/jhtcr.353375
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