| 摘要 | 第5-6页 |
| ABSTRACT | 第6-7页 |
| ACCRONYMS | 第13-14页 |
| CHAPTER ONE: INTRODUCTION | 第14-21页 |
| 1.1 Research background | 第15-16页 |
| 1.2 Statement of the research problem | 第16页 |
| 1.3 Justification of the research problem | 第16-17页 |
| 1.4 Aims and objectives of the study | 第17页 |
| 1.5 Significance of the study | 第17-18页 |
| 1.6 Theoretical framework | 第18-19页 |
| 1.7 Definition of terms | 第19页 |
| 1.8 Research organization | 第19-21页 |
| CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK | 第21-41页 |
| 2.1 Literature Review | 第21-33页 |
| 2.1.1 Museums and cultural tourism | 第21-23页 |
| 2.1.2 Museum as an experience tourism product | 第23-24页 |
| 2.1.3 Museums as leisure and recreation centers | 第24-25页 |
| 2.1.4 Museum marketing and communication | 第25-27页 |
| 2.1.5 Museum visitor profile | 第27-28页 |
| 2.1.6 Factors that affect museum experience, satisfaction and visitation | 第28-30页 |
| 2.1.7 Strides and directions taken in museum research | 第30-31页 |
| 2.1.8 Research carried out on museums in Malawi | 第31-33页 |
| 2.2 Research working theories | 第33-40页 |
| 2.2.1 The Push and Pull Theory | 第33-38页 |
| 2.2.2 The Expectancy-Disconfirmation Theory | 第38-40页 |
| 2.3 Conclusion and comments on what could be done for further studies | 第40-41页 |
| CHAPTER THREE: RESEARCH METHODOLOGY | 第41-49页 |
| 3.1 Research design and approach | 第41-42页 |
| 3.1.1 Primary data sources | 第41页 |
| 3.1.2 Secondary data sources | 第41-42页 |
| 3.2 Study area | 第42-43页 |
| 3.3 Study population, sample size and sampling techniques | 第43-44页 |
| 3.4 Data Collection techniques | 第44-46页 |
| 3.5 Data processing | 第46-47页 |
| 3.5.1 Qualitative data analysis | 第46-47页 |
| 3.5.2 Quantitative data analysis | 第47页 |
| 3.6 Pilot study | 第47页 |
| 3.7 Research validity and reliability | 第47-48页 |
| 3.8 Ethical considerations | 第48-49页 |
| CHAPTER FOUR: DATA FINDINGS AND PRESENTATION | 第49-66页 |
| 4.1 Demographic data findings | 第49-52页 |
| 4.1.1 Respondents’ gender | 第49页 |
| 4.1.2 Respondents’ ages | 第49-50页 |
| 4.1.3 Respondents’ marital status | 第50-51页 |
| 4.1.4 Respondents’ livelihood | 第51-52页 |
| 4.1.5 Respondents’ monthly income | 第52页 |
| 4.2 Travel behavior characteristics of the respondents | 第52-56页 |
| 4.2.1 Knowledge of tourism attractions in Malawi | 第52-53页 |
| 4.2.2 Visitors’ preferred tourist attractions in Malawi | 第53-54页 |
| 4.2.3 Knowledge of museums | 第54-55页 |
| 4.2.4 Museum visits | 第55-56页 |
| 4.3 Research findings based on the objectives | 第56-65页 |
| 4.3.1 Objective 1: To explore museum’s pull factors and factors that hinder peoplefrom visiting museums | 第56-58页 |
| 4.3.2 Objective 2: To identify the relationship between museum attributes and theoverall satisfaction of visitors | 第58-61页 |
| 4.3.3 Objective 3: To investigate the marketing of museums as tourists destinations | 第61-64页 |
| 4.3.4 Objective 4: To find out the accessibility and affordability of museums to thegeneral public | 第64-65页 |
| 4.4 Conclusion | 第65-66页 |
| CHAPTER FIVE: DISCUSSION OF RESEARCH FINDINGS | 第66-81页 |
| 5.1 Respondents’ characteristics | 第66-67页 |
| 5.2 To explore museum factors that attract visitors (pull factors ) | 第67-69页 |
| 5.3 To identify the relationship between museum attributes and the overall satisfaction ofvisitors | 第69-71页 |
| 5.4 To investigate the marketing of museums as tourist attractions | 第71-74页 |
| 5.5 To find out the accessibility and affordability of museums to the general public | 第74-76页 |
| 5.6 What factors then hinder Malawians from visiting museums? | 第76-80页 |
| 5.6.1 Structural reasons | 第76-78页 |
| 5.6.2 Cultural reasons | 第78-79页 |
| 5.6.3 Information reasons | 第79-80页 |
| 5.7 Conclusion | 第80-81页 |
| CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS | 第81-86页 |
| 6.1 Conclusions from the research findings | 第81-83页 |
| 6.2 Factors that hinder Malawians from visiting museums | 第83页 |
| 6.3 Recommendations to the museum sector in Malawi | 第83-84页 |
| 6.4 Limitations, delimitations and directions for future studies | 第84-86页 |
| REFERENCES | 第86-93页 |
| APPENDICES | 第93-102页 |
| ACKNOWLEDGEMENTS | 第102-103页 |
| DEDICATION | 第103页 |
