Visitors' Long‐term Memories of World Expositions

This article reports on the outcomes of a study that investigated the nature and character of visitors' long‐term memories associated with their experiences at large‐scale exhibitions. The study investigated themes that characterized visitors' memories of two global exhibitions: World Expo 86, hosted in Vancouver, Canada in 1986; and World Expo 88, hosted in Brisbane, Australia in 1988. There are a few studies in the literature that have considered long‐term memories associated with visits to informal learning environments, but no studies to date that have considered the impact and long‐term memories associated with large‐scale exhibitions such as world expositions. This study probed the long‐term memories of a total of 50 visitors who attended either Expo 86 or Expo 88, through in‐depth face‐to‐face interviews. Analysis of the interview data suggests that the key themes in memories of these events center on the social dimensions of visitors' experiences, visitors' recalled agendas at the time of the experience, and the socio‐cultural identities of visitors at the time of the experience.     

Visitor Meaning‐Making at Grand Canyon's Tusayan Museum and Ruin

Abstract Meaning‐making describes a process by which visitors transform museum experiences into new knowledge and memories. Meaning‐making is influenced by visitors' leisure motivations, prior knowledge, socio‐cultural context brought to the experience, personally‐guided interpretation, and events since the visit. In this study, visitors' long‐term recollections included contextual references to how and why they remembered what they experienced. Forty visitors were interviewed by telephone six months after attending a Native American interpretive program at Grand Canyon National Park's Tusayan Museum. Two patterns associated with a constructivist view of meaning‐making were discerned: a) visitors' integration of indoor and outdoor exhibits and b) visitors' comparisons of modern family and community with a more ancient culture. The presence of contextual indicators within visitor recall suggests that new knowledge may be constructed from factors carried forth from the meaning‐making process. Evidence within the data suggests that exhibits made more relevant to visitors' socio‐cultural identity may enhance on‐site experiences.     

Beyond Learning: Exploring Visitors' Perceptions of the Value and Benefits of Museum Experiences

Abstract This paper explores the beneficial outcomes that visitors seek and obtain from a museum visit, in terms that are not related to learning outcomes. It uses a deductive qualitative approach to investigate the meaning and value of a museum visit from the visitors' perspective. Three different levels of the meaning of the experience are considered: the attributes of the setting that visitors value; the experiences they engage in; and the benefits they derive. The findings confirm the importance of the “satisfying experiences” framework for understanding visitor experiences in museums, and extend this understanding in relation to the beneficial outcomes these experiences produce. The study also highlights the importance of “restoration” as an outcome of a museum visit. It is argued that the concept of the museum as a restorative environment, which enables visitors to relax and recover from the stresses of life, is worthy of further research attention. These insights will enable museum practitioners to better understand and meet their visitors' multiple needs and expectations.     

Using a Behavior Change Model to Document the Impact of Visits to Disney's Animal Kingdom: A Study Investigating Intended Conservation Action

Abstract Over the last 10 to 15 years, zoos and aquariums have set out to influence visitors' conservation‐related knowledge, attitudes, affect, and behavior. In 2000, the Institute for Learning Innovation collaborated with Disney's Animal Kingdom (DAK) on a comprehensive baseline study conducted to assess the outcomes of a DAK experience on visitors in four areas: knowledge, attitudes, affect, and behavior. This article describes one aspect of the comprehensive study: an investigation of the long‐term (two‐to‐three‐month) impact of a visit to Conservation Station at Disney's Animal Kingdom on visitors' intended conservation action. The study used a behavior change model from the health arena: the Prochaska Model of Behavioral Change. The model proved helpful but had some drawbacks, suggesting the need to develop a more sensitive change model. The implications of this study could assist institutions in thinking about what audiences or messages to emphasize in order to influence behavior.     

Impact of National Aquarium in Baltimore on Visitors' Conservation Attitudes,Behavior, and Knowledge

This study at the National Aquarium in Baltimore (NAIB) was conducted to assess four key aspects of the visitor experience: (1) incoming conservation knowledge, attitudes, and behavior of NAIB visitors; (2) patterns of use and interaction with exhibition components throughout the NAIB; (3) exiting conservation knowledge, attitudes, and behaviors of visitors; and (4) over time, how the NAIB experience altered or affected individuals' conservation knowledge, attitudes, and behaviors. Three hundred six visitors participated in the study, which was conducted from March through July, 1999. The study utilized four data‐collection techniques: (1) face‐to‐face interviews, (2) Personal Meaning Mapping (PMM), (3) tracking, and (4) follow‐up telephone interviews. Participants were a self‐selected population and were generally more knowledgeable about, more concerned about, and more involved in conservation‐related issues than the general public. However, they were far from conservationists. Visitors in this study clearly absorbed the fundamental conservation message at the NAIB. In fact, the NAIB visit appeared to focus visitors' conservation‐related thoughts, while also broadening their understanding of conservation. Changes in visitors' conservation knowledge, understanding, and interests by and large persisted over six to eight weeks after visiting NAIB. The NAIB experience also connected to visitors' lives in a variety of ways following their visit. However, these personal experiences rarely resulted in new conservation actions. In fact, their enthusiasm and emotional commitment to conservation (inspired during the NAIB visit) generally fell back to original levels, presumably in the absence of reinforcing experiences. The findings of this study are guiding subsequent investigations at the NAIB. More generally, the results suggest strategies to enhance current understanding of the impact free‐choice learning institutions have on their visiting public.     

Rethinking the Visitor Experience: Transforming Obstacle into Purpose

The purposes of museums and those of their visitors often have little in common—despite the growing body of knowledge about museum learning and visitors' motivations. Based on concepts of experiential learning envisioned a century ago by the American educator and philosopher John Dewey, this paper explores bringing those purposes into closer alignment. A re‐evaluation of several factors—including criteria of experience, content organization, and the nature of inquiry—could lead to exhibitions more closely aligned with visitors' processes of self‐motivated activity and museums' goals for informal learning. One way is to shape exhibits and activity around problematical situations developed out of the exhibit experience itself and shaped by visitors' own purposes. By shifting focus from knowledge taxonomies to problem‐solving situations, museums could increase their exhibitions' potential for providing engaging educational experiences to visitors.     

Motivational Factors and the Visitor Experience: A Comparison of Three Sites

Museums, art galleries, botanical gardens, national parks, science centers, zoos, aquaria and historic sites are important public learning institutions. The free‐choice learning offered in these settings is closely linked to visitors' intrinsic motivation, making it important to understand the motivational factors that impact on visitors' experiences. This paper presents data from a questionnaire administered to visitors at three sites: a museum, an art gallery, and an aquarium. Similarities and differences among the sites are reported in relation to visitors' expectations, perceptions of learning opportunities, engagement in motivated learning behaviors, and perceptions of the learning experience. The importance of learning to museum visitors and the unique opportunities and challenges of the museum in relation to other educational leisure settings are discussed. The authors argue that the study of motivational factors might contribute to the development of a common theoretical foundation for interpretation in museums and other informal learning settings.     

An Identity‐Centered Approach to Understanding Museum Learning

This paper advances the thesis that museum visitors' identities, motivations and learning are inextricably intertwined. All individuals enact multiple identities, many of which are situational and constructed in response to a social and physical context. Identity influences motivations, which in turn directly influence behavior and learning. Visitors to museums tend to enact one or various combinations of five museum‐specific identities, described here as: explorer; facilitator; professional/hobbyist; experience seeker; and spiritual pilgrim. Preliminary findings suggest that these identity‐specific motivational categories might help to explain the long‐term learning impacts of a museum visit.     

Collaborative Exhibitions and Visitor Reactions: The Case of Nitsitapiisinni: Our Way of Life

Collaborative exhibitions built by aboriginal communities and museums often seek to reposition aboriginal peoples as the authors and experts of their cultures, and to assert their active and continued presence in the contemporary world. This article explores the impact of collaborative exhibitions on museum visitors' experiences and their potential to reshape the public's perception of aboriginal peoples. Interviews conducted with visitors to Nitsitapiisinni: Our Way of Life, a permanent exhibition created by Blackfoot Elders and museum staff at the Glenbow Museum in Calgary, Alberta, Canada, demonstrate that museum visitors rarely recognized the extent of the collaboration, and thus rarely equated Nitsitapiisinni with concepts of self‐representation or self‐determination. However, other messages were successfully communicated to museum visitors, namely the impact of colonialism, the efforts to revitalize Blackfoot culture, and the importance of Blackfoot spirituality. This study provides some interesting insights about public perceptions that will help promote deeper reflection on the issues surrounding collaboratively developed exhibitions and the first‐person authorship of First Nations cultures.     

“A Large Object with a Small Museum”: A Narrative Analysis of Tlotlo's Experience of an Astronomy Science Center

Abstract This paper presents a narrative analysis of an elementary school student's view of his visit to an astronomy science center in South Africa. We illustrate the power of narrative in illuminating the importance of the student's perspective in understanding the conditions for learning in a museum setting. Using principles of narrative presentation, the paper describes Tlotlo's thinking throughout his participation in a school visit to the visitors' center at a radio telescope. The paper discusses six features of the visit: student misconceptions; inadequate preparation and followup; memories and imaginings; enjoyment; discussing the visit afterwards; and socioeconomic constraints on visits. These features are examined within the context of a developing country: both confirming previous research on school visits and providing new insights into how such visits can be interpreted. The significance of narrative analysis for science center educators is discussed and suggested as appropriate for current research in museums.     

Measuring Success in the “Congo Gorilla Forest” Conservation Exhibition

Abstract Most zoo visitors are primarily motivated by the joys of watching animals, which may preclude attention to major ecological issues that are the focus of research in biodiversity, habitats, and other matters pertaining to the survival of wild animals. The Wildlife Conservation Society exhibition Congo Gorilla Forest is a popular animal‐watching experience, but it also communicates considerable educational content, stimulating visitors' interest in and awareness of ecological relationships. This article reviews the phases of an evaluation process that assisted WCS staff in making decisions about exhibition design and interpretation; it discusses measurement challenges in assessing outcomes; and it uses key findings from the evaluation process to define and explain the interpretive success of the project. Success for this conservation exhibition is described in terms of achieving three educational goals while recognizing the diversity among audiences. The exhibition's effectiveness is attributed to understanding visitors' expectations and interests, creating an array of exhibit formats to engage people, and communicating conservation messages visually and experientially.     

Interpreting Apartheid: Visitors' Perceptions of the District Six Museum

This paper builds on and extends the conceptualization of “hot” interpretation (Ballantyne and Uzzell 1993) by presenting empirical data regarding visitors' perceptions of the District Six Museum in Cape Town, South Africa. The study examines visitors' reasons for visiting, expectations of the visit, responses to the visit, and suggestions for change, in relation to the differing needs of previous residents, local and international visitors. Results of the study are discussed in terms of the need to facilitate connections between interpretive content and visitors' previous experiences and knowledge. The paper considers issues of hot interpretation when a community museum increasingly attracts national and international visitors.     

The Exhibit as Planned Versus the Exhibit as Experienced

Is it even possible to design museum exhibits that have an above average chance of engaging visitors in meaningful experiences? Museum‐based researchers and designers, working over the past several decades, have endeavored to address this and other questions. Recently, a promising Ideas‐People‐Objects (IPO) model of the visitor experience, subsequently elaborated on to include Physical (IPOP) has been used in the design and subsequent study of visitors' museum experiences. Here I briefly describe the model and introduce three papers featured in this issue of Curator: The Museum Journal that offer new insights and perspectives for understanding the theory behind the model, as well as features of the IPOP model that have been used in the design and interpretation of exhibitions, and a comparison of analytic techniques that produce results that can be used in IPOP‐related research.     

Signs Fail to Increase Zoo Visitors' Ability to See Tigers

ZOO exhibits have fairly high attractive power, but often do not engage visitors or hold their attention for long. A drawback of naturalistic zoo exhibits is the frequent inability of zoo visitors to find the animals, as increased animal visibility increases visitor stay time and engagement. Even visible animals can be difficult for visitors to find unaided. In this study, signs pointing out the animals' locations were added to a tiger exhibit at Zoo Atlanta, but they did not increase the number of visitors who found the tigers in the exhibit While the signs were accurate in pointing out the tigers' locations (due to the high predictability of the tigers' resting habits), very few visitors reported even using the signs. Interviews with visitors indicated that visitors did not read the signs, and that animal activity and children's ability to see animals may affect visitors' self‐reports of ability to find tigers.     

课堂提问框架在自然博物馆讲解中的运用

博物馆讲解中的提问互动,在吸引观众注意力、激发观众兴趣、引起观众思考、加深观众对展览理解方面发挥着重要的作用。本文利用课堂教学研究常用的提问框架分析了两位自然博物馆教育人员讲解过程中的提问类型、观众回答情况和教育人员的反馈方式。发现教育人员有比较强烈的提问互动意识,能够围绕展品和讲解主题提问,但还存在问题层次性不明显、对观众认知水平分析不够、各类问题比例不均衡、候答时间过短、提问反馈中有效追问和鼓励不足等问题。可以通过设置核心问题、基于观众认知水平控制问题难度、增加问题多样性、适时调控候答时间、在提问反馈中追问并增加评价性语言等方法提升提问的有效性。     

Children's Museum Experiences: Identifying Powerful Mediators of Learning

This article reports on a study of young children and the nature of their learning through museum experiences. Environments such as museums are physical and social spaces where visitors encounter objects and ideas which they interpret through their own experiences, customs, beliefs, and values. The study was conducted in four different museum environments: a natural and social history museum, an art gallery, a science center, and a hybrid art/social history museum. The subjects were four‐ to seven‐year old children. At the conclusion of a ten‐week, multi‐visit museum program, interviews were conducted with children to probe the saliency of their experiences and the ways in which they came to understand the museums they visited. Emergent from this study, we address several findings that indicate that museum‐based exhibits and programmatic experiences embedded in the common and familiar socio‐cultural context of the child's world, such as play and story, provide greater impact and meaning than do museum exhibits and experiences that are decontexualized in nature.     

Adult Learning Experiences from an Aquarium Visit: The role of Social Interactions in Family Groups

Abstract How and what adults learn in the context of a family visit to an aquarium is a valuable and important question to ask, given the significance of this demographic to institutions such as these. Based on a larger empirical work,¹ this paper reports on the nature and character of adult learning within a family group context while visiting the Vancouver Aquarium Marine Science Centre (Canada), and the longitudinal effects of such experience in the weeks following the visit. In this study a multiple or collective instrumental case study approach was employed to examine the learning experiences of the adult members of 13 family groups; this approach demonstrates that adults visiting the aquarium as part of a family group are active social learners and not merely facilitators of the experience for younger visitors or caregivers. Our outcomes also indicate that the adult members of the participant family groups learned in a multiplicity of domains including the cognitive, the social, and the affective, as a result of their visit to the Vancouver Aquarium. In addition, we discuss the longitudinal impacts of the aquarium visit and provide valuable insights as to the relevance of these experiences in visitors' everyday lives.