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The roles of modern museums have been scrutinized theoretically in museum studies, critical theory, cultural studies, and other academic disciplines, but there is a lack of empirical insights into their actual functioning from the visitor's perspective. The functions of modern museums are not so simple and straightforward as merely interactive learning experience and leisure. By drawing on the results of qualitative research that examined domestic visitors' motives and overall experiences at Te Papa museum in New Zealand, this study found that the nexuses between the physical and personal contexts and the physical and social contexts reveal different roles of the modern museum. The role of the modern museum is much broader than merely providing infotainment and leisure for families on a Sunday afternoon. The museum is an important site for social learning experiences; remembering historical and personal events; connecting visitors with the familiar and reinforcing their preexisting knowledge; and aesthetic, recreational, and restful experiences. These findings thereby offer interesting clues to museum practitioners to help them better understand their visitors and the wider roles modern museums may play in visitors' experiences as well as rethink the mission and goals of these types of institutions.