Bibliography: pages 78-84. / The aim of this project was to assess the image of museums in Cape Town society in the context of the changing needs of South African people. A questionnaire examining museum-visiting habits and perceptions of the role of museums was distributed to parents via nine schools in Cape Town. Each school represented a different socioeconomic package so that the sample included parents with varying educational status and incomes. Parents of school-going children were sampled because they may be predisposed towards museums as institutions that offer their children educational and recreational opportunities and, therefore, represent a best-case scenario. The majority of the sample had visited a museum. A relationship exists between museum-visiting and higher socioeconomic status. Museum- visiting, though, was not limited to people with a higher level of education. Parents who were actively involved in a broad range of leisure activities were most likely to have visited museums. Although socioeconomic status and participation in leisure activities are related, museum-visitors appear to have leisure-lifestyles and not level of education in common. The results showed a contradiction in parents' attitudes towards museums; the image of museums was good but the image of the museum experience was often bad. This was particularly the case for infrequent museum-visitors. This group also experienced a feeling that 'museums are for a different type of person', which may explain why they do not visit despite believing that museums are worthwhile institutions. Museums appear to be perceived as institutions that offer children opportunities for learning and recreation. This could be the reason why young adults or seniors do not participate in museum programmes. This survey also showed that museums were associated with research on and preservation of the past. Black parents, though, were least likely to make this association and it is possible that the emphasis of most museums on the post-colonial past of South Africa is one reason why Black South Africans do not visit museums. There does, though, exist a generally positive image of the role of museums. The emphasis placed on leisure-learning or semi-leisure by young and old people in the townships does indicate that museums could meet an important need for constructive leisure opportunities.

Cultural and heritage tourism, one of the fastest growing segments of the tourism industry, is becoming a major pillar in the tourism strategy of many countries. Like elsewhere in the world, museums play a significant role in heritage tourism. South Africa has a rich history of intangible cultural heritage which manifests itself in oral history, traditional music and dance, social practices and indigenous knowledge systems. It is becoming more important for museum managers to identify the variables that will enhance the attraction and retention of museum visitors. The aim of the study was to determine tourists’ satisfaction with their visit to Port Elizabeth’s heritage museums by comparing their expectations and experiences. This could help museum marketers to better understand their customers, and design experiences that match their expectations. The literature review presented a brief overview of heritage tourism, the museum experience, and visitors’ satisfaction. Concepts of heritage tourism, functions of museums and the different museum attributes that might impact customer satisfaction were discussed. Literature on visitors’ satisfaction included descriptions of the expectations and approaches to measuring customer satisfaction. A museum satisfaction conceptual model resulted from these reviews. ii The proposed model was modified in the empirical study. The data were collected by means of a survey, using self-administered questionnaires distributed to visitors at three heritage museums in Port Elizabeth. Two hundred and twelve useable questionnaires were received. The empirical findings did not fully support the conceptual model. By conducting a factor analysis, the data was reduced to eight factors, namely, human interaction, physical evidence, facilities, facility quality, exhibition, edutainment, escape and aestheticism. It was found that the satisfaction mean scores were consistently higher than the expectation mean scores. This implies that museum visitors were satisfied with their experience of the three heritage museums in Port Elizabeth. Finally, the results of the paired sample t-test and regression analyses tested and explained formulated hypotheses. The principal recommendations emanating from this study are summarised in two groups, namely: • recommendations pertaining to the strategic implications of the findings in terms of service, facilities and experience. For example, the museum administration could establish more facilities for the disabled and the elderly, consider discounting and promotion programmes, and increase the use of technology in their displays. • recommendations for future research. For example, future studies could be applied to investigate visitors’ satisfaction with other heritage museums in South Africa.