The main purpose of pilot study is to test the questionnaire on a small sample of respondents by trying to identify and exclude potential problems (Malhotra, 2004). It can also help to increase the reliability and to assure the appropriateness of the data collection instrument (Wong & Ko, 2009). According to Malhotra (2004), the sample size of pilot study is small, which is around 15 to 30 respondents. The pilot study of this research involved distribution of questionnaire to 35 visitors randomly chosen from a museum in northern region in Malaysia, but five returned questionnaire were excluded due to incomplete data.