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2.2 WEBSITE USER EXPERIENCE

Recently, academics and industry practitioners in various fields have paid close attention to user experience research. User experience is
a new term in the field of human-machine interaction. It is now one of the important research topics because the user experience is a key
factor that gives users a satisfying and pleasant experience when interacting with a product, system, or interface (Zahidi, 2016). Since the
internet has become a norm, user experience channels have shifted from face-to-face to the virtual world via websites, social media, and
augmented reality. Alshaheen, (2019) described user experience as “how a person feels when interfacing with a system”. While Pant (2015)
defined user experience as the overall satisfaction a user gets from interacting with a product or digital tool. Vila et al. (2021), on the other
hand, discussed that the content of a website, as well as its design and appearance, can improve the user's browsing experience. To put it
more simply, usability, usefulness, as well as the appealing of the products or services are the major factors that influence the quality of user
experience.

As for the children’s experience, they are now regarded as the primary users of the software. Hence, the use of tech is no longer restricted to
adults (Alrashed & Alhussayen, 2015). The website developers try to construct software that caters to children’s abilities, preferences, and
development needs (Kaur et al., 2021). According to (Alrashed & Alhussayen, 2015), it is critical to measure children's experience of
enjoyment with websites because it has a significant outcome on children's view of the website. For this reason, a website with a good user
experience will have benefits and a strong business value. To the researcher’s knowledge, no studies have been conducted in Malaysia to
investigate the user experience of tourism websites for children. To fill this research gap, we present preliminary findings from a study on
Zoo Negara's website users' experiences.

2.3 CONCEPTUAL MODEL

User Experience

Website Features

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Qualitative research also involved a few methods and studies based on the interpretative and naturalistic to get the full picture regarding
a phenomenon or the problem at hand (Othman, 2007). Cohen, Manion, and Morrison (2011) states that the advantages of qualitative research
are from the accuracy of the information collected because the findings need to be triangulated. Based on the objectives of the study as
discussed in the first chapter, the main question of the study requires the researcher to identify the deficient website features of the National
Zoo compared to the Chester Zoo website among young visitors in order for the National Zoo can take action and improve their website in
the future and to determine the experience of young visitors while browsing the website.

The researcher created the observation checklist that was used to carry out this research. It was made up of items that the researcher
thought represented some of the needs on the website from the perspective of children. The goal was to provide a vehicle for the researcher
to record all observations made on each child during the study. It was designed solely for the researcher's comfort and convenience, not
essentially for the use of other observers.

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