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

Developing personas and proto personas to enhance the art museum visitor experience

This paper aims to study and think about the use of personas and proto personas on the art museum visitors experience. Its object of study is the educational services of art museums focusing on children and young people up to the age of 18. This is a hybrid study - conceptual and empirical – and exploratory study. It was conducted through a qualitative methodology, constructivist paradigm and design approach. It relies on critical and creative thinking, as well on data collection. Using a total of 36 interviews to teachers/educators and children guardians, divided into 2 distinct phases, and a total of 3 pre-test interviews. This paper allowed to draw five conclusions. First, building personas enables the art museum to understand its audience. Visitor’s needs and objectives can be assessed in a more direct and efficient way by adapting designing strategies. Second, they are the basis for redesigning: the museum space, the visitor's journey and the visitor's experience. Third, personas allow to simulate a visitor model with differentiating profiles. Fourth, proto personas are created through brainstorming about the visitors, allowing to generate tools to start the early planning with a lower budget. Significant costs may be reduced and changes to management practices applied. Fifth, providing insights for the construction of a space for creative expression and nonformal education based on the visual arts aimed at children and young people up to the age of 18. This paper expands the investigation of application of the construction of personas and proto personas in the management of educational services in art museums. The value of this study lies in exploration of the construction of personas and in a learning context Do - Feel - Learn instead of the traditional sequence Learn - Feel - Do.info:eu-repo/semantics/publishedVersio

From Personalization to Adaptivity: Creating Immersive Visits through Interactive Digital Storytelling at the Acropolis Museum

Storytelling has recently become a popular way to guide museum visitors, replacing traditional exhibit-centric descriptions by story-centric cohesive narrations with references to the exhibits and multimedia content. This work presents the fundamental elements of the CHESS project approach, the goal of which is to provide adaptive, personalized, interactive storytelling for museum visits. We shortly present the CHESS project and its background, we detail the proposed storytelling and user models, we describe the provided functionality and we outline the main tools and mechanisms employed. Finally, we present the preliminary results of a recent evaluation study that are informing several directions for future work

Capturing the Visitor Profile for a Personalized Mobile Museum Experience: an Indirect Approach

An increasing number of museums and cultural institutions around the world use personalized, mostly mobile, museum guides to enhance visitor experiences. However since a typical museum visit may last a few minutes and visitors might only visit once, the personalization processes need to be quick and efficient, ensuring the engagement of the visitor. In this paper we investigate the use of indirect profiling methods through a visitor quiz, in order to provide the visitor with specific museum content. Building on our experience of a first study aimed at the design, implementation and user testing of a short quiz version at the Acropolis Museum, a second parallel study was devised. This paper introduces this research, which collected and analyzed data from two environments: the Acropolis Museum and social media (i.e. Facebook). Key profiling issues are identified, results are presented, and guidelines towards a generalized approach for the profiling needs of cultural institutions are discussed

OPTIMAL PRICING AND GRANT POLICIES FOR MUSEUMS

Considering two potential sources of income (public grants and ticket revenues),we have defined a theoretical model where the public agency is the principal and the manager of the museum is the agent. This model allows us to design the optimal contract between both sides and thus to establish the optimal values of grants, ticket prices, budget and effort applied by the manager. Furthermore, we have found a theoretical reason to explain the inelastic pricing strategy that has been found in some of the empirical research on cultural and sports economics. The main conclusion is that the optimal contract allows a Pareto optimum solution in prices that does not change if we introduce moral hazard into this relationship. This solution allows us to conclude that the public agency should regulate ticket prices in accordance with the social valuation. However, public grants and museum budgets would be affected by the existence of this problem, moving the equilibrium away from the Pareto optimum situation. In this case, even with a risk averse manager and a risk neutral public agency, grants and budgets will depend on results because higher budgets related to good results provide the main incentives to increase the manager’s level of effort. Although the focus of this paper is on museum administration, the model that we have developed can be easily generalized and applied to other institutions, such as schools, sport facilities or NGOs, which are able to raise funds directly from private (e. g. ticket revenues or membership fees) or public sources (e.g. public grants).cultural economics, grants, public prices, museums, principal- agent model

Moving Beyond the Virtual Museum : Engaging Visitors Emotionally

In this paper, we firstly critique the state of the art on Virtual Museums (VM) in an effort to expose the many opportunities available to enroll these spaces into transformative and engaging cultural experiences. We then outline our attempts to stretch beyond the usual VM in order to connect it to visitors in a measurably emotional, participatory, interactive and social fashion. We discuss the foundations for a conceptual framework for the creation of VMs, grounded in a user-centered design methodology and related design and evaluation guidelines. We then introduce two main cultural heritage sites, which are used as case studies at the core of our efforts, and conclude by describing the many challenges they bring for pushing the boundaries on the human-felt impact of the virtual museum

Museum Mobile Guide Preferences of Different Visitor Personas

Personalising museum mobile guides is widely acknowledged as being important for enhancing the visitor experience. Due to the lack of information about an individual visitor and the relatively limited time of his or her visit, adapting the user interface based on a museum visitor's type is a promising approach to personalisation. This approach first requires a mechanism to identify the visitor type (‘persona’) and, second, knowledge of the preferences and needs of different types to apply personalisation. In this article, we report a face-to-face questionnaire study carried out with 105 visitors to Scitech, a science and technology visitor centre. The study aims to investigate the main facts required to identify a visitor persona and to explore the preferences of different visitor personas for particular mobile guide features. We limited our concern to the user interface features of the guide (e.g., whether it provides recommendations for related items to view) rather than what content and services the guide provides (e.g., what related items are recommended). We found that we can reliably identify the visitor persona using two multiple choice questions about visit motivation and perceived success criteria. In addition, we found that visitors have significant preferences for particular features such as presentation media, venue navigation tool, object suggestions, details level, accessing external links, exhibit information retrieval method and social interaction features such as voice communication, instant messaging, group games and challenges. Some features were found to be preferred differently by different personas such as the challenges feature, some were found to be preferred by personas differently to the overall preference such as in presentation media, and some were found to be preferred by some personas with no particular preference for others such as a venue navigation tool. Instant messaging was found to be significantly not preferred by all personas. The results provide a basis for personalisation of museum guides and services using a personas approach, which is a solution where data about individual users may be limited and where the individual configuration of a user interface may not be practical or warranted

Developing personas and proto personas to enhance the art museum visitor experience

This paper aims to study and think about the use of personas and proto personas on the art museum visitors’ experience. Its object of study is the educational services of art museums focusing on children and young people up to the age of 18. This is a hybrid - conceptual and empirical – and exploratory study. Conducted through a qualitative methodology, constructivist paradigm and design approach. It relies on critical and creative thinking, as well on data collection. Using a total of 36 interviews to teachers/educators and legal tutors, divided into two distinct phases, and three pre-test interviews. It expands the investigation of application of the construction of personas and proto personas in the management of educational services in art museums. The value of this study lies in exploration of the construction of personas and in a learning context Do - Feel - Learn instead of the traditional “Learn - Feel - Do”.info:eu-repo/semantics/publishedVersio

Museums as disseminators of niche knowledge: Universality in accessibility for all

Accessibility has faced several challenges within audiovisual translation Studies and gained great opportunities for its establishment as a methodologically and theoretically well-founded discipline. Initially conceived as a set of services and practices that provides access to audiovisual media content for persons with sensory impairment, today accessibility can be viewed as a concept involving more and more universality thanks to its contribution to the dissemination of audiovisual products on the topic of marginalisation. Against this theoretical backdrop, accessibility is scrutinised from the perspective of aesthetics of migration and minorities within the field of the visual arts in museum settings. These aesthetic narrative forms act as modalities that encourage the diffusion of ‘niche’ knowledge, where processes of translation and interpretation provide access to all knowledge as counter discourse. Within this framework, the ways in which language is used can be considered the beginning of a type of local grammar in English as lingua franca for interlingual translation and subtitling, both of which ensure access to knowledge for all citizens as a human rights principle and regardless of cultural and social differences. Accessibility is thus gaining momentum as an agent for the democratisation and transparency of information against media discourse distortions and oversimplifications