Público visitante de Museos. El caso en Antioquia- Colombia

Los museos son unos de los espacios culturales más mediáticos del panorama social contemporáneo, de allí su interés por comprender las necesidades, valores y expectativas de sus visitantes para pensar estrategia de marketing, comunicación e innovación. En este artículo se presenta el análisis del público visitante de un Museo en el Departamento de Antioquia- Colombia. El estudio se realizó en alianza estratégica entre el Grupo de investigación en Comunicación- GIC, del Politécnico Colombiano Jaime Isaza Cadavid y el Grupo Empresarial y Turístico GIET, de la Institución Universitaria Colegio Mayor de Antioquia. Se utilizó metodología mixta, se aplicaron cuestionarios y se realizaron grupos focales. En esta ponencia se presenta solo los resultados cuantitativos. En el estudio se encuentra que la ocupación de la mayoría de los visitantes es estudiante, seguida de empleado y trabajadores independientes. Emergen como nuevo perfil de visitante la empleada doméstica y el jubilado. El visitante nacional asiste con su familia o con amigos. Prefiere espacios en los que pueda conversar a los que se requiera silencio. Los extranjeros tienen alto nivel educativo, prefieren una experiencia museística cognitiva, introspectiva o artística, el nacional opta por la experiencia social. Se presenta una tendencia por experiencias de ocio que permitan la relajación y el entretenimiento. A los museos se les presentan oportunidades y retos que les implica cambios sustanciales de su concepción clásica de museo. Museums are one of the most media cultural spaces of contemporary social landscape, hence the interest in generating strategies to connect, loyalty and attracting public. In this paper the analysis of the visitors of a museum in the Department of Antioquia, Colombia is presented. The study was conducted in strategic partnership between the Research Group Communication- GIC, the Politecnico Colombiano Jaime Isaza Cadavid and GIET and Tourism Business Group, of the University Institution Greater School of Antioquia. mixed methodology was used, were applied questionnaires and focus groups were conducted. This paper presents quantitative results alone. The study found that the occupation of most visitors is a student, followed by employee and self-employed. Emerge as a new visitor profile and the maid retired. The national visitor attends with family or friends. He prefers spaces where you can talk to those requiring silence. Foreigners attending alone, have high educational level. Unlike foreigners who prefer a more cognitive, introspective or artistic museum experience, the national opt for the social experience. a tendency for leisure experiences that allow relaxation and entertainment is presented. A museums are present both opportunities and challenges involved were substantial changes in its classical conception of the museum.

A Study on the Effect of Satisfaction with the National Mountain Museum Experience Program on Revisit

Kyung Yie Park (박경이)* , Su Jeong Park (박수정)**, Jin Sun Lim (임진선)*** Abstra

Designing Reenacted Chatbots to Enhance Museum Experience

The increased availability of chatbots has drawn attention and interest to the study of what answers they provide and how they provide them. Chatbots have become a common sight in museums but are limited to answering only simple and basic questions. Based on the observed potential of chatbots for history education in museums, we investigate how chatbots impact history education and improve the overall experience according to their appearance and language style. For this, we built three models, designed by factors on embodiment and reflection, and 60 sets of answer–questions, designed for the National Museum of Korea. We conducted a study with a total of 34 participants and carried out a variety of analyses covering individual learning styles, museum experience scales, gaze data, in-depth interviews and observations from researchers. We present various results and lessons regarding the effect of embodiment and reflection on the museum experience. Our findings show how people with different learning styles connect with chatbot models and how visitors’ behavior in the museum changes depending on the chatbot model. Specifically, the chatbot model equipped with embodiment and reflection shows its superiority in enhancing the museum experience, in general.

Stories, journeys and smart maps: an approach to universal access

This paper proposes a new approach to universal access based on the premise that humans have the universal capacity to engage emotionally with a story, whatever their ability. Our approach is to present the “story” of museum resources and knowledge as a journey, and then represent this journey physically as a smart map. The key research question is to assess the extent to which our “story” to journey to smart map’ (SJSM) approach provides emotional engagement as part of the museum experience. This approach is applied through the creation of a smart map for blind and partially sighted (BPS) visitors. Made in partnership with Titanic Belfast, a world-leading tourist attraction, the interactive map tells the story of Titanic’s maiden voyage. The smart map uses low-cost technologies such as laser-cut map features and software-controlled multi-function buttons for the audio description (AD). The AD is enhanced with background effects, dramatized personal stories and the ship’s last messages. The results of a reception study show that the approach enabled BPS participants to experience significant emotional engagement with museum resources. The smart model also gave BPS users a level of control over the AD which gave them a greater sense of empowerment and independence, which is particularly important for BPS visitors with varying sight conditions. We conclude that our SJSM approach has considerable potential as an approach to universal access, and to increase emotional engagement with museum collections. We also propose several developments which could further extend the approach and its implementation.

Between Inhabited Interiors and Interiors on Display: Exploring Spatial Boundaries at Rosenborg Castle

When visiting museums, we meet various types of physical barriers, such as glass vitrines, railings, and extended ropes, which have been put there to protect the objects on display. Such barriers are often accused of creating an unfavourable distance to museum objects but can also be thought of in more positive terms, as this article will seek to demonstrate. Based on analyses of museum display boundaries at Rosenborg Castle in Copenhagen, where visitors can experience objects from The Royal Danish Collection within historic interiors, the article looks into the effects of such boundaries on the museum experience. The article explores the particular threshold experiences that take place at Rosenborg where you constantly fluctuate between, on the one side, looking at objects and interiors that have been put on display in front of you, and, on the other, being inside the historic interiors. It argues that this spatial ambiguity opens up productive, albeit obscure, in-between spaces for the museum visitor to inhabit and points to the importance of truly attending to the design of display boundaries when creating museum exhibitions.

The Role of Museums in a Digital World – Attracting Youth and Overcoming COVID19 Obstacles

In the world of digital technology, overwhelmed with information and content, digitalization is often perceived as a process of alienation. This article will challenge that perception and demonstrate that digital museums actually present a unique opportunity to develop interest in art and attracting people not only to art in general but to on-site cultural institutions as well. Digital museums can, among other roles, assume the role of interpreting cultural heritage, but are also the best way to attract a young au-dience to art. This article examines the opportunities provided by digital technology for museums in terms of communication and dissemination of knowledge. The particular emphasis will be on the use of digital collections as well as on connecting and interacting with the public, particularly with a young au-dience. If there was any doubt about the importance and influence of digital museums, the COVID-19 pandemic was a final proof that digital museums have a much greater value than is generally admitted, and that they have become an indispensable part of the overall museum experience in all museums that have been able to develop them as a part of overall museum strategy.

Immersive Digital Tourism: The Role of Multisensory Cues in Digital Museum Experiences

Facilitated by emerging technologies, the immersive digital museum reflects disruptive innovation in today’s tourism experience and offers a multidimensional experience different from traditional museums. To better understand how visitors respond to this innovative form of digital tourism, the current research investigates visitor experiences at the digital museum and achieves a threefold goal. First, this research delineates a three-dimensional digital museum visitor experience, namely, joviality, personal escapism, and localness. Built on this experiential framework, the present research further affirms that visual and auditory cues are the most powerful multisensory cue combination in enhancing a holistic visitor experience at the digital museum. This study also finds that emotional state and sense of presence mediate the relations between the multisensory cues and visitors’ digital museum experiences. This research contributes to the conceptualization of a digital museum experience, and provides a foundation for the future research endeavor of the new generation of digital tourism.