ASSESSING VISITOR EXPERIENCE AT HAZARA UNIVERSITY MUSEUM: A QUANTITATIVE STUDY USING THE VISITOR EXPERIENCE SCALE (VES)

Abstract

Museums play a critical role in shaping visitors’ cultural understanding, education, and identity. This study examines visitor psychology at the Hazara University Museum, Pakistan, using a quantitative approach. Data were collected through the 17-item Visitor Experience Scale (VES), covering dimensions of entertainment, cultural identity-seeking, education, relationship development, and escapism. Responses were gathered from visitors (N = 150) using a 5-point Likert scale. Data were analyzed using descriptive statistics, reliability analysis, and correlation tests on SPSS. Findings suggest that museum visits positively impact entertainment, cultural learning, and heritage connection, with escapism and identity-seeking emerging as strong motivators. The results highlight the importance of integrating interactive, educational, and culturally engaging exhibits to enhance visitor experiences.