A museum is actively communicating with visitors and offering tons of information. These days, it’s more important to know where we can get proper information than the amount and variety of it. A museum needs customized contents for visitors’ positive experience at the planning and visiting phase. Then a museum can captivate visitors and let them participate in museum activities. The purpose of this study is to understand the concept of a museum orientation and its impact on visitors’ museum experience by reviewing scholars’ museum communication theory. Giving an orientation on the planning or visiting phase can present visitors a good image of the museum and visitors could have an expectation. Therefore, this study proves the possibility and effectiveness of a museum orientation for visitors’ positive experience by conducting an experiment. This study also attempts to give a direction to develop orientation program for visitors’ positive experience while inducing their curiosity and expectations. A museum orientation on the planning phase affects visitors’ image and expectations on a museum. When a museum lives up to their expectation, visitors have a positive image of the museum and it can lead to recommendation and revisits. Therefore a museum orientation can be used powerful strategy for image-building, public perception and sharpening the competitiveness.