Abstract: This study assessed the effects of website design on the intention to visit the Museum of Parliamentary Life, and the
moderating role of E-service quality and digital content in the relationship between website design and the intention
to visit the Museum of Parliamentary life. This study utilized two theories namely the technology acceptance model
and planned behavior. A total of 153 responses from visitors were analyzed using Smart Partial Least Squares. The
findings reported that website design positively impacts the intention to visit the Museum of Parliamentary life.
Additionally, E-service quality and digital content moderate the relationship between website design and the
intention to visit the Museum of Parliamentary life. The study focused on visitors’ motivation which forms their
intention to visit the Museum of Parliamentary life. The goal here is to guide relevant organizations in increasing-
service quality and enhancing digital content to encourage people to visit the museum.
Keywords: E-Service Quality, Digital Content, website design, Intention to Visit, Museum of Parliamentary