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  • Enhancing

    Museum Victoria's

    Visitor Journey

  • Enhancing

    Museum Victoria's

    Visitor Journey Project # HXA D165

    An Interactive Qualifying Project Proposal

    Submitted to the faculty of

    Worcester Polytechnic Institute

    in partial fulfilment of the requirements for the

    Degree of Bachelor of Science

    Submitted on 2 May 2016

    Submitted by:

    Jonathan Ho Wu

    Myles B. Karam

    Jennifer R. Quigley

    Submitted to:

    Carolyn Meehan

    Manager, Audience Insights

    Museum Victoria

    Project Advisors

    Professor Holly K. Ault

    Professor James P. Hanlan

    This report represents the work of WPI undergraduate students submitted to the faculty as evidence of

    completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review. For more information about the projects program at WPI, please refer to

    http://www.wpi.edu/academics/ugradstudies/project-learning.html

    http://www.wpi.edu/academics/ugradstudies/project-learning.html

  • i | Ho Wu, Karam, Quigley

    Table of Contents Table of Contents ................................................................................................................................ i

    Table of Figures ................................................................................................................................. iii

    Abstract ............................................................................................................................................... iv

    Acknowledgements ........................................................................................................................... v

    Executive Summary .......................................................................................................................... vi

    Methodology .................................................................................................................................. vi

    Findings ......................................................................................................................................... vii

    Final Thoughts and Recommendations ................................................................................. vii

    1.0: Introduction ................................................................................................................................. 1

    2.0: Literature Review ....................................................................................................................... 3

    2.1: The Visitor Journey ............................................................................................................... 3

    2.2: Museums and Communications ........................................................................................ 4

    2.2.1: Digital Media .................................................................................................................... 5

    2.2.2: Content Analysis ............................................................................................................ 6

    2.2.3: Digital Media Content Analysis Case Study ........................................................... 8

    2.2.4: Limitations on Qualitative Analysis ........................................................................ 10

    2.2.5: On-site Communication.............................................................................................. 11

    2.2.6: Map Design .................................................................................................................... 12

    2.2.7: Immigration Museum's Need for a Multilingual Tour App................................. 12

    2.3: Museum Victoria and Communication ........................................................................... 13

    2.3.1: Effective Museum Communications ....................................................................... 14

    2.4: Summary ................................................................................................................................ 16

    3.0: Methodology .............................................................................................................................. 17

    3.1: Understandings of the role of CAP at Museum Victoria ........................................... 18

    3.1.1: Analysing the Data....................................................................................................... 20

    3.1.2: Limitations ..................................................................................................................... 20

    3.2: Measuring the Effectiveness of Specific Communications Used by Museum Victoria ........................................................................................................................................... 20

    3.2.1: The Scienceworks Visitor Map ................................................................................. 20

    3.2.2: The Multilingual Tour App at Immigration Museum ........................................... 21

    3.2.3: Survey Administration ................................................................................................ 21

    3.2.4: Survey Analysis ............................................................................................................ 22

    3.2.5: Limitations ..................................................................................................................... 22

    3.3: Social Media Feedback on Jurassic World: The Exhibition at Melbourne Museum .......................................................................................................................................... 22

    3.3.1: 'Pre-Visit' ........................................................................................................................ 25

    3.3.2: 'Post-Visit' Feedback ................................................................................................... 25

  • ii | Ho Wu, Karam, Quigley

    3.3.3: Limitations ..................................................................................................................... 26

    4.0: Evaluating the Visitor Journey ............................................................................................. 28

    4.1: Building up Visitor Anticipation ....................................................................................... 30

    4.2: The Visitor Experience at Museum Victoria ................................................................. 36

    4.2.1: Taking the Immigration Museum Tour ................................................................... 36

    4.2.2: Navigating Scienceworks Using the Visitor Map ................................................ 39

    4.2.3: Alternative Map Research .......................................................................................... 47

    4.3: Recapturing the Visitor Experience ................................................................................ 48

    5.0: Assessing the Deliverables ................................................................................................... 55

    5.1: Facebook Content Analysis .............................................................................................. 55

    5.2: Immigration Museum Multilingual Tour App Survey .................................................. 56

    5.3: Scienceworks Visitor Map Survey................................................................................... 57

    6.0: Recommendations and Final Thoughts ............................................................................. 58

    6.1: Communications Recommendations ............................................................................. 58

    6.1.1: The Immigration Museum Multilingual Tour App ................................................ 58

    6.1.2: Scienceworks Visitor Map ......................................................................................... 60

    6.2: Content Analysis of Large Exhibition Social Media ................................................... 61

    6.3: Assessment Tools and Further Improvements to the Visitor Journey ................. 62

    6.4: Conclusion ............................................................................................................................ 63

    Works Cited ....................................................................................................................................... 64

    Appendix ............................................................................................................................................ 67

    Appendix A: CAP Interviews .................................................................................................... 67

    Appendix B: Immigration Museum App Survey .................................................................. 76

    Appendix C: Scienceworks Visitor Map Survey .................................................................. 84

    Appendix D: Immigration Museum Multilingual App Audio Guide Loan Statistical Study ............................................................................................................................................... 91

    Appendix E: Museum Victoria Conducted Scienceworks Surv