The effect of Audio-Visual Media on Tourist Satisfaction at the Geological Museum

Abstract

Tourism is one of the most significant sectors in enhancing Indonesia’s economy and remains a global market leader, evolving across different eras. As a key industry, tourism contributes to community welfare and is crucial for economic development. This study aims to examine the influence of audio-visual media on visitor satisfaction at the Geological Museum in Bandung. Specifically, the research seeks to identify the use of visual media, analyze the impact of audio-visual elements on visitor satisfaction, and assess the extent to which these media contribute to visitor satisfaction. Using a quantitative approach, the study collected data in numerical form and analyzed it statistically to test hypotheses objectively. The research population consisted of all visitors to the Geological Museum in 2024, totaling 569,830 individuals. A sample of 100 respondents was determined using Slovin’s formula. The unit of analysis focused on individual visitors as the subjects of the study. Results indicate that audio-visual media significantly influence visitor interest and satisfaction, confirmed by positive evaluations from respondents. Visitor satisfaction at the museum reached 88%, driven mainly by adequate facilities and frequent repeat visits, with most visitors recommending the destination to others. Furthermore, SPSS analysis showed that audio-visual media contributed 72.3% to visitor satisfaction, demonstrating its critical role in enhancing the visitor experience. This study highlights the importance of maintaining and improving audio-visual facilities as a key strategy for increasing visitor satisfaction and sustaining interest in the Geological Museum 

Keywords:

Audio Visual, Visitor Satisfaction, Tourism, Geological Museum.