ABSTRACT

The study is to explore the marketing communication strategies of Muzium Negara, a leader of all museum institutions in Malaysia since 1963. The marketing communication strategies need to be addressed due to social change and the advent of communication technology as a result of the establishment of new forms of community. In order to attract visitors to visit the museum, the entity needs to apply challenging strategies. Visitors' perceptions are always right. The findings of the study indicate that the institution has implemented a variety of marketing communication strategies to disseminate information but the visitors are still not fully aware about it. Furthermore, the museum should not view promotion as marketing strategy but must understand that the success of marketing communication strategies depends on the perception of its visitors.