Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors

This paper examines the relationship between consumer satisfaction and subsequent intentions in the museum context, as well as the moderating influence of demographic characteristics such as gender, age and education in that relationship. The relationship between satisfaction and a range of service elements, overall satisfaction with the experience and intentions was investigated. Museum marketers can profit by examining the "value chain" of museum experience outlined in the model presented, especially the greater likelihood of consumers recommending the experience to others than making a repeat visit themselves, and by investigating segment differences beyond those reported here.

Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors

This paper examines the relationship between consumer satisfaction and future intentions in the museum context, and the role that demographic characteristics such as gender, age and education play. The variables Expectations Met, Satisfaction, Value, Intention to Return, and Recommendation to Others, were all found to be correlated. However, although it is often assumed that the level of educational attainment, gender and age correlate strongly with arts and cultural usage, this research found that the only statistically significant differences were that females had a higher mean Intention to Return, and there was a weak positive association between Age and Satisfaction, and weak negative associations between Education and Expectations Met, Satisfaction, and Recommendation to Others. Museum marketers may profit from examining the "value chain" of museum experience outlined in the model presented, especially the greater likelihood of positive recommendations to others than individual intention to revisit, and by investigating segment differences beyond those reported here.

'It's not enough for the work of art to be great' : children and young people as museum visitors

This paper examines trends in the understanding of children as visitors to art and natural history museums. It begins by examining research into the qualities of engagement by museum visitors generally. It then addresses the specific challenges posed by children as visitors, and the responses developed by museums to enhance their engagement. Three strategies are identified: social/family-centred interactivity, immersive experiences and engagement through interpretive dialogue. The three examples of programs of children’s engagement examined in this paper represent a major departure from such models towards a profoundly social form of interaction. The paper argues that these strategies are museums’ responses to shifts in pedagogical theory, and have been developed to increase the engagement of the child-visitor with exhibitions. Such strategies represent a genuine engagement between adults (both museum staff and parents) and children, and an opportunity for children to define the experience of cultural engagement. The consequence of this is a redefinition of the cultural role of museums in relation to children.

Does Music Matter to Museum Visitors?: Understanding the Effect of Music in an Exhibit on the Visitor Experience

Thesis (Master's)--University of Washington, 2016-06

Profiling visitors to Dalarna Museum : What are the motivational factors that influence visitors' frequency of visits

Prior studies on museum visitors are extensively centred on national museums, the studies on regional museums are scarce. To fill in the academic gap, a research is proposed concerning the visitors of Dalarna Museum, a regional museum in Sweden. With an aim to profile visitors’ demographic characteristics and investigate the motivational factors that influence visitors’ frequency of visits, a face-to-face questionnaire survey was implemented at Dalarna Museum. To get visitors’ demographic characteristics, a few closed and open questions are devised to profile visitors’ gender, age, occupation, income, education, number of children and residence place. To investigate the motivational factors that influence visitors’ frequency of visits, a seven-point Likert questionnaire is employed with 17 motivational factors included. During a 12-day data collection, 372 visitors were invited to participate in the questionnaire survey, whereof 357 had filled in the questionnaire, generating a response rate that is as high as 96 percent. After data cleansing, there are 355 completed and valid responses in total. According to the results, some of visitors’ demographic characteristics are similar including gender, age, occupation, income, and number of children. However, the characteristics regarding visitors’ residence places and educational attainments are different comparing the frequent visitors to occasional visitors. Through running a multiple regression analysis, 13 out of the 17 motivational factors are detected having significant influences on visitors’ frequency of visits to Dalarna Museum, of which the most influential one is visitors’ day-outs with their friends and relatives.

Digital Technologies and the Museum Experience

This co-edited book focuses on core theories and research on technologies, from the first audio guides to contemporary and future mobile digital devices, which inform practical design considerations. It is framed in case studies and focuses generally on informal learning by museum and gallery visitors. The book fills a significant gap in the literature on museum practice with regard to uses of digital technologies, which are not generally grounded in rigorous research, and is intended to retain its relevance as technologies evolve and emerge. The book includes chapters by invited authors from the USA, UK and Europe who contribute expertise in a number of areas of museum research and practice. The research resulted in invited keynote speeches in France (‘Technologie de l’apprentissage humain dans les musées’ seminar at Laboratoire d’Informatique de Grenoble on 5 March 2009), Iceland (keynote at ‘NODEM Network of Design and Digital Heritage’ conference on 3 December 2008) and London (Keynote at ‘Mobile Learning Conference’ on 26 January 2009). The book was given the highest recommendation ('Essential') by the American Library Association, and was reviewed in MedieKultur (2011, 50, 185–92). Walker’s chapter includes some of the initial findings from his PhD research on visitor-constructed trails in museums, which shifts focus from the design of technologies to the design of activities intended to structure the use of technologies, and constitutes some of the first published research on visitor-generated trails using mobile technologies. Structures such as trails are shown to act as effective mental models for museum visitors, especially structures with a narrow subject focus and manageable amount of data capture; those created as a narrative or a conversation; and those that emphasise construction, rather than data capture. Walker also selected most of the other chapter authors, suggested their topics and led the editing of the publication.

The experience of a museum space

Drawing on a long-term narrative study of global visitors to the Museum of New Zealand Te Papa Tongarewa (Te Papa), this paper illuminates the experience of a museum space. It sheds light on the interpretive interplay between museological space, content and narrative throughout the construction of meanings by museum visitors. I argue that these spatial dynamics emerge as a condition of meaning-making, or hermeneutic foundation, which facilitates the subsequent processes of meaning-making, or interpretations. The hermeneutic examination of the research material treats Te Papa as a physical space or form with its individual components such as architecture, exhibition design and display. This is followed by an inspection of content which reveals the key function of ‘narrative’ as a human meaning-making tool in mediating the mutual relationship of spatial form, museological content and meaning. The empirical insights into the complexity of the visitor experience reveal that representational and non-representational dimensions, or narrative and embodiment, are inextricably entangled in the quest for meaning.

Analyzing Visitor Perceptions of Personalization in Art Museum Interactive Technology

Thesis (Master's)--University of Washington, 2016-06

Museums and youth: between misunderstanding and disappointment. Youth perceptions and arguments about the cultural consumption of museums in Chile

Young people are less explored in museum audience research; this is a paradoxical situation when considering its strategic location in the cultural reproduction and if considering the high performing cultural consumption compared with other sectors. The phenomenon of museums consumption by young Chileans who are self recognized as public and non-public museums is explored from a qualitative approach. It was conducted with focus groups in the three largest cities in Chile (Santiago, Valparaíso and Concepción). They identify the museum as a cultural institution in full force. However, in questioning museums activity youth reveal the specificity of their cultural matrix. This is referred to a social temporality based on the fragment, the discourse of familiarity, proximity and instead of breaking and critical. They claim a museum aesthetic / historical experience based on pleasure and enjoyment. An overview is proposed to further clarify the youth cultural consumption to characterize more precisely the place of the museum in the set, to design more effective policies museums.

Os dispositivos móveis no apoio a visitas a museus : um estudo da participação através dos dispositivos móveis no apoio à informação e comunicação em

O trabalho de investigação aqui apresentado carateriza e propõe possíveis soluções para algumas das condicionantes associadas à utilização de sistemas de m-Tourism em visitas a museus, relacionadas com mecanismos de disponibilização de conteúdos multimédia e com o acesso e partilha de informação entre visitantes. O estudo empírico parte da realização de entrevistas a profissionais da área do turismo e museus e da aplicação de um questionário a visitantes de museus, para melhor compreender as relações entre as instituições de turismo e os turistas com a internet, Web 2.0 e dispositivos móveis e para caraterizar o cenário atual de utilização destas tecnologias pelos visitantes de museus, bem como de serviços de m-Tourism. A utilização destes instrumentos contribuiu também para o desenvolvimento de um protótipo que concretizasse o conceito de m-Tourism 2.0, o qual estabelece como um dos seus pilares a necessidade de soluções que permitam aos turistas comunicar o que estão a sentir e vivenciar, em qualquer momento da experiência turística, e partilhar essas informações com alguém. Os resultados revelam que um número reduzido de visitantes está envolvido em atividades de partilha de conteúdos e alguma vez utilizou sistemas móveis de apoio a visitas a museus, embora a utilização destes sistemas seja reconhecida como sendo uma mais-valia nesse tipo de visita. Verifica-se, ainda, que há alguma predisposição para os visitantes partilharem comentários e exprimirem as suas preferências, bem como para aceder às informações partilhadas por outros visitantes, em sistemas de m-Tourism. A investigação realizada permite ainda concluir que o protótipo desenvolvido potencia uma melhoria da experiência turística, revelando-se um sistema adequado para a disponibilização de conteúdos multimédia complementares à informação já existente no museu e para a criação de novas dinâmicas de acesso à informação e de comunicação entre os visitantes.

Seminar: access all areas

Sensory Objects presented their research and their Sensory Labels for the British Museum at a seminar called Access All Areas organised by the Visitor Users Group.

Contact zones, third spaces, and the act of interpretation

The conceptual understanding of museums as ‘contact zones’ has been widely appropriated in the museum literature and beyond. But the discussion lacks empirical insights into actual experiences: What does ‘contact’ mean for the person experiencing it? How is it lived, negotiated and contested? Drawing on a long-term narrative study of global visitors to the Museum of New Zealand Te Papa Tongarewa (Te Papa), this paper offers an empirical interrogation and theoretical refinement of the ‘contact zone’. It moves beyond the more usual focus on museological production by shedding light on the meanings made by museum visitors. This paper augments current normative and theoretical approaches with an ethnographic study of processes of intercultural mediation during cross-cultural encounters, translation and dialogue. This is done through a hermeneutic analysis of visitors’ acts of interpretation that facilitates an understanding of ‘cultural action’ in ‘contact zones’ as an interpretive ontological endeavour of the shifting Self within a pluralist cosmopolitan space.

Big Data Development: A Tool for Interpreting Institutional Impact

Thesis (Master's)--University of Washington, 2016-06

Through the Eyes of Visitors: Understanding the Contexts of the Visitor Photo Study at the Denver Museum of Nature & Science

This case study describes the analysis of the Visitor Photo Study, a study in which visitors to the Denver Museum of Nature & Science documented their visit through pictures. The origins, implementation, and findings of the Visitor Photo Study are considered within the contexts of the fields of Community-Based Research (Strand, Marullo, Cutforth, Stoecker, & Donohue, 2003b), Visual Studies (Marshall & Rossman, 2011; Pink, 2007), and Visitor Studies (Visitor Studies Association, 2012). This study considers the extent to which the principles and elements of each of these fields were present in the Visitor Photo Study, which elements were not fully realized or were missing from the study, and ways in which the Visitor Photo Study extends each of these fields. The value of this type of analysis and implications for museums, faculty, and students are also discussed.