3 research outputs found
Using Personas to Model Museum Visitors
It is widely agreed that museums and other cultural heritage
venues should provide visitors with personalised interaction and
services such as personalised mobile guides, although currently
most do not. Since museum visitors are typically first-time
visitors and since their visit is for a relatively short session,
personalisation should use initial interaction data to associate
the user with a particular persona and thereby infer other facts
about the user’s preferences and needs. In this paper we report a
questionnaire-based study carried out with 105 visitors of a
Science and Technology Centre to examine the minimal features
needed to identify visitor personas. We find that museum
visitors can be clustered by their visit motivation and perceived
success factors; these clusters are found to correspond both with
Falk’s visitor categorisation and a prior classification of
exploration styles. Consequently, these two features can be used
to reliably identify the visitor persona, and therefore, can be used
for user modeling