The Appeal of Mpu Purwa Museum as an Educational Tourism Destination: A Communication Perspective

Daya Tarik Museum Mpu Purwa sebagai Wisata Edukasi dalam Perspektif Komunikasi

Abstract

This study examines the appeal of Mpu Purwa Museum as an educational tourism destination in Malang, East Java, by emphasizing the role of communication in shaping visitors’ understanding of cultural heritage. Drawing on Cooper’s 4A framework-Attraction, Accessibility, Amenities, and Ancillary-the research explores how the museum communicates historical values through its collections, facilities, and educational programs. A qualitative approach was employed using observations, in-depth interviews, and documentation involving museum managers, public relations officers, and visitors. The findings reveal that attraction is the museum’s strongest component, with collections of ancient statues and inscriptions functioning not only as historical artifacts but also as communication media that facilitate cultural interpretation and public learning. Traditional gamelan performances further enrich visitors’ experiences by creating interactive cultural communication. Accessibility and visitor facilities support positive communication experiences by enabling convenient access and comfortable engagement with exhibitions. In addition, educational programs and partnerships with schools strengthen the museum’s role as a public communication space where cultural knowledge is disseminated, interpreted, and preserved. These findings highlight that the effectiveness of educational tourism is closely linked to the museum’s capacity to communicate heritage values through meaningful visitor experiences.