The Stakeholder Participation Model for Museum as Tourist Attractions in Thailand: A Case Study of the National Science Museums

บทคัดย่อ

Museums in Thailand were originally established as repositories of cultural heritage and community valuables, aiming to attract visitors and create shared learning experiences. Currently, the country has over 1,600 museums, with 1,532 still in operation. However, many remain underdeveloped and fail to meet international standards, resulting in limited visitor engagement and reduced socio-economic benefits. The present study aims to propose a development model for museums through stakeholder engagement, thereby providing a guideline for enhancing museum sustainability and impact. The research employs a case study of the museums of the National Science Museum Organization (NSM), examining four groups of stakeholders: (1) customer groups, (2) business partners, (3) local community groups, and (4) organizational employees. A qualitative research design was adopted, with data collected through in-depth interviews. The findings were analyzed using a systematic content analysis process, involving coding and thematic analysis. This analytical framework allowed the study to explore patterns of stakeholder participation, as well as their perceptions of the museum’s role, attitudes, and interests, and needs and expectations to provide suggestions that form an actionable framework for enhancing museum engagement strategies. The results indicate that perceptions of the museum’s role across all four stakeholder groups are accurate and aligned with the organization’s stated objectives. However, differences emerged between staff who were internal stakeholders and external stakeholders who were involved in different roles in terms of attitudes and interests, particularly regarding satisfaction and loyalty to the museum. Similarly, variations were identified in stakeholder needs and expectations, leading to distinct participation patterns.

The study suggests designing stakeholder participation mechanisms for organizations with comparable characteristics. Furthermore, to advance their institutional development, museums should consider strengthening communication formats and partnerships with network collaborators.