basis for generational meseum content marketing strategy Barola, Patricia Mae C. creator Panis, Alliah Jade S. Umali, Michaela Audrey Rose Verano, Kezia D. text xxu Parañaque City Olivarez College 2025 monographic eng

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Museums are important places that protect culture, provide learning, and support tourism. The traditional museums are joined by digital museums that give virtual and interactive experiences. This study compares the motivation and experiences of Generation X, Y (Millenials), and Z in visiting digital and traditional museums. A descriptive quantitative method was used, with 384 respondents equally divided among three generations from Paranaque City. Data were all collected through a validated survey questionnaire and analyzed using descriptive statistics and the Kruskal-Wallis H Test. Finding revealed that the autonomous motivation, such as enjoyment, curiosity, and immersion, strongly influenced all generations. Controlled motivation, like recognition and advertising, differed among groups, with younger people being more affected by digital marketing and social media. For learning experiences, high levels were observed in concrete experience, reflective observation, abstract conceptualization, and active experimentation. Results suggest that museums should use hybrid strategies- combining physical exhibits with digital tools- to meet the needs of different age groups. This study gives more useful insight for museum managers, educators, and cultural tourism stakeholders in making generational marketing strategies. Patricia Mae C. Barola, Alliah Jade S. Panis, Michaela Audrey Rose Umali, & Kezia D. Verano. Undergraduate thesis. Museums Digital Museums Traditional Museums Generational Differences Motivations Learning Experiences T 338.4791 2025 0039 OCLRC 260623 20260731013050.0 16962