Re-Paying Attention to Visitor Behavior: A Re-Analysis using Meta-Analytic Techniques.

Area of Science:

• Museum Studies
• Visitor Behavior Analysis
• Exhibition Design

Background:

• A significant body of research exists on museum visitor behavior, but a lack of standardized methods has hindered the synthesis of cumulative findings.
• Previous studies often focused on obvious visitor behaviors, neglecting a comprehensive analysis of nuanced interactions within exhibition spaces.

Purpose of the Study:

• To conduct a meta-analytic review of museum visitor behavior using a large database of existing studies.
• To establish quantitative benchmarks for key visitor behavior metrics and identify moderating variables influencing these behaviors.
• To provide a framework for evaluating and improving future museum exhibition designs and visitor experiences.

Main Methods:

• A meta-analysis was performed on Serrell's (1998) database, comprising 110 visitor studies.
• Four key effect size indexes were defined and calculated: average time per feature (ATF), percentage of diligent visitors (dv), inverse of velocity (Iv), and stops per feature (SF).
• The influence of relevant moderating variables on these visitor behavior metrics was analyzed.

Main Results:

• Established reference values for visitor behavior indexes: ATF● = 0.43, dv● = 30%, Iv● = 4.07 min/100m², and SF● = 0.35.
• Demonstrated that exhibition size and newness correlate with average time per feature.
• Found that visitor walking speed (inverse of velocity) increases in larger exhibit areas.

Conclusions:

• The derived indexes serve as valuable references for comparing new museum evaluations and predicting visitor appreciation.
• These findings can inform museum designers to identify potential issues and enhance visitor engagement.
• The study provides novel research tools for the scientific investigation of museum visitor behavior.