Factors that Influence Generation Z Tourists’ Satisfaction at the Jakarta National Museum

The Jakarta National Museum is a museum under the auspices of the Ministry of Education and Culture. This museum is very well known among Indonesians, especially residents of Jakarta. In reality, the number of visitors to the Jakarta National Museum has increased since the outbreak. This is due to the fact that the museum keeps enhancing its informational offerings, services, and other initiatives in an effort to increase visitor satisfaction and keep them coming back. This study, which focuses on visitors from Generation Z, tries to identify the factors that influence visitors’ satisfaction at the Jakarta National Museum. Generation Z is a group of young people who were born in the period 1995–2010 and tend to still think of museums as old places that are boring and only for kindergarten and elementary school students. Purposive sampling was used to select 135 respondents as part of a quantitative descriptive approach that emphasizes questionnaire data gathering methods. Service quality, hospitality, amenities, culture of communication and information as well as pricing charged to visitors, are factors that influence tourist satisfaction and are utilized as variables in this study. The data processing uses SmartPLS. The research’s findings are the Jakarta National Museum’s service quality, hospitality, amenities and culture partially influence or contribute to the satisfaction of Generation Z tourists. However, Generation Z tourists’ satisfaction is not influenced by the price of the museum offers. Based on the findings of this study, museum management in Indonesia should focus on factors like service quality, hospitality of the way they communicate, and amenities that might raise visitor satisfaction, particularly among younger generations