Delivering the Visitor Experience: How to Create, Manage and Develop an Unforgettable Visitor Experience at your Museum

Rachel Mackay

doi:10.29085/9781783305513

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Delivering the Visitor Experience

Delivering the Visitor Experience

How to Create, Manage and Develop an Unforgettable Visitor Experience at your Museum

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Rachel Mackay

Publisher:: Facet
Online publication date:: December 2023
Print publication year:: 2023
Online ISBN:: 9781783305513
DOI:: https://doi.org/10.29085/9781783305513

Subjects:: Humanities, General
Series:: Museum and Gallery Essentials

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Visitor experience has been a long neglected aspect of museum practise, receiving less academic attention than areas such as exhibition design or collections care. Despite this, the quality of the visitor experience is the single biggest factor which will influence visitors returning to your museum, or recommending a visit to friends or family. It is also the area of museum practise that has undergone the biggest change in the last twenty years. The image of the aged security warder shouting at children to not touch the exhibits has long gone. Now, museum visitors expect teams of friendly, knowledgeable and passionate people ready to engage them with the museum in an interactive and enthusiastic way. Expectations have never been higher, and as they grow, museums must develop the visitor experiences they deliver in order to meet them.

The book discusses the process of delivering a visitor experience from beginning to end; from opening a new visitor offer and building a team through to future planning and strategies for development. It draws from theories from practitioners and academics, arguing that by examining issues such as motivation and relevance, museum operators can start to truly put themselves in their visitors' shoes and build experiences that are impactful and unforgettable.

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Delivering the Visitor Experience

How to Create, Manage and Develop an Unforgettable Visitor Experience at your Museum

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Frontmatter
pp i-vi

Contents
pp vii-x

Figures, Tables and Case Studies
pp xi-xii

About the Author
pp xiii-xiv

Acknowledgements
pp xv-xvi

Introduction
pp xvii-xviii

PART 1 - CREATING THE VISITOR EXPERIENCE
pp 1-2

1 - Recruiting Your Visitor Experience Team
pp 3-14

2 - Delivering a Great Induction
pp 15-22

3 - Volunteering and the Visitor Experience
pp 23-34

4 - Visitor Journey Mapping
pp 35-46

5 - Ticketing, Capacities and Crowd Management
pp 47-56

PART 2 - MANAGING THE VISITOR EXPERIENCE
pp 57-58

6 - Operational Procedures
pp 59-72

7 - Performance Management
pp 73-84

8 - Emotion and the Visitor Experience
pp 85-92

9 - Guided Tours
pp 93-104

10 - Crisis Management
pp 105-114

PART 3 - DEVELOPING THE VISITOR EXPERIENCE
pp 115-116

11 - Advocating for the Visitor Experience
pp 117-126

12 - Measuring the Visitor Experience
pp 127-138

13 - Creating a Visitor Experience Strategy
pp 139-148

14 - Continuing Development and Engagement
pp 149-158

15 - Innovation and Visitor Experience Teams
pp 159-166

16 - Change Management
pp 167-178

Conclusion
pp 179-180

References and Further Reading
pp 181-188

Index
pp 189-190

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Delivering the Visitor Experience

How to Create, Manage and Develop an Unforgettable Visitor Experience at your Museum

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