An Adoption of Social Media for Marketing and Education Tools at Museum Industry

Museum as a cultural heritage of Indonesia must communicated the history to the community. Current trend of museums visitors is declining, however some museums had increased the number of visitors. The increase of visitors from Museum of Fatahillah caused by marketing tools development. The aimed of this paper is to determine factors that influence the perceived usefulness and perceived ease of use of social media so that museum management can adopt it to promotion and education activities. This paper propose several factors in adoption of social media at museum industry which are crucials for museum to increase the numbers of visitors.