The Evaluation of Museum Websites in Macau

Abstract

Internet with current and emerging multimedia features provides ample opportunities and particularly useful for dealing with intangible nature of the service, and transforming marketing mix. This study utilizes content analysis to analyze the websites of a group of museums in Macau in terms of web design characteristics (interactivity, technology, information functionality, and marketing practices). This study also investigates museum image representation on the web based on museum types. The findings showed that the museums in Macau are not utilizing the Internet to its full potential and effectively e-marketing their museums regardless of the museum type.