Understanding enjoyment and informal learning in the Museum's context - An innovative qualitative content analysis approach

In this paper we present a number of innovative concepts related to qualitative content analysis. We have used the approach presented in this paper to develop an understanding of enjoyable online learning experiences - specifically when learning is not part of a formal instructional undertaking. The study was designed to redress the gap in the literature on enjoyable online learning by reporting on a large sample of end users' opinions and perspectives. The adopted approach allowed us to identify a set of characteristics for encouraging online learning experiences for the general public and suggests a number of conceptual guidelines for developing an online learning website for enjoyment experiences based on the online end user's view. This paper uses those findings to explain how the qualitative content analysis method can be utilized to generate Information and Communication Technology (ICT) research insights.