Exploring visitors' insights on visit experience at Colombo National Museum: A marketing mix-based approach based on TripAdvisor reviews

Abstract

Colombo National Museum in Sri Lanka grabs the attention of thousands of visitors annually. The marketing mix is a fundamental model where 7 elements are applied in services; product, price, place, promotion, people, process, and physical evidence . TripAdvisor is one of the vehemently used platforms for online reviews. The purpose of this study was to explore the visitors insights on the visit experience at Colombo National Museum, based on TripAdvisor reviews regarding the marketing mix elements. This study employed qualitative approach and secondary data from the TripAdvisor platform used for the analysis. Out of 1,107 English reviews, the most recent, first 100 reviews were considered in data collection. Employing thematic analysis, data were analyzed utilizing the inductive approach. The study revealed that the visitors' positive perceptions of the 'Product' element were depicted in informative galleries, rich antiquities, and exhibits . In contrast, their negative insights on 'Product' were primarily reflected in the unavailability of evidence from the colonial period. 'Price' appeared to be a considerable factor due to the price discrepancy between locals and foreigners. The study indicated limited criticisms of place, promotion, people and process. The physical element was the most negatively emphasized aspect due to the issues in ventilation, interior illumination, seating arrangements, and exhibit arrangement. The study revealed that the reflection of visitor experience at Colombo National Museum through online platforms is not at an extremely high level. The study urges the accountable authorities to determine and address the prevailing issues effectively, ensuring the visitors satisfaction and the site's reputation.