Tuning into Museum Tourism: A Digital Encyclopedia for Visitor Engagement—A Study of Museum Musik Indonesia (Music Museum of Indonesia)

The tourism industry is an important sector for the nation’s economy. Malang is famous for educational tourism. Music Museum of Indonesia (MMI) is an educational destination that can be a reference for the history, development, and variety of music literatures. In addition to that, in several corners there are also special showcases that store musical instruments and original objects belonging to famous Indonesian artists. To increase exposure as a tourist destination a strategic effort utilizing digital technology is needed to lift the branding and image of the museum. Using the design thinking methods, this research proposes the design of a digital encyclopedia about music to increase literacy and be used as a promotional media and museum branding as an educational and historical tourist destination. Qualitative data collection through museum managers was also carried out to complement the data needed in developing digital encyclopedia. Optimizing the digital platform (social media) and maintaining engagement are essential in the digital branding strategy. Big data roles are incorporated to enhance user engagement and promotion. Through this research, it is hoped that the museum destination attracts more visitors from the digital encyclopedia and its interactive features. Further research may include evaluation of digital technology integration and the use of big data from customers’ perspective.