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Using Personas to Model Museum Visitors

Almeshari, M; Dowell, J; Nyhan, J; (2019) Using Personas to Model Museum Visitors. In: Proceedings of UMAP'19 Adjunct. Association for Computing Machinery (ACM): New York, NY, USA. (In press). Green open access

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Abstract

It is widely agreed that museums and other cultural heritage venues should provide visitors with personalised interaction and services such as personalised mobile guides, although currently most do not. Since museum visitors are typically first-time visitors and since their visit is for a relatively short session, personalisation should use initial interaction data to associate the user with a particular persona and thereby infer other facts about the user’s preferences and needs. In this paper we report a questionnaire-based study carried out with 105 visitors of a Science and Technology Centre to examine the minimal features needed to identify visitor personas. We find that museum visitors can be clustered by their visit motivation and perceived success factors; these clusters are found to correspond both with Falk’s visitor categorisation and a prior classification of exploration styles. Consequently, these two features can be used to reliably identify the visitor persona, and therefore, can be used for user modeling.

Type: Proceedings paper
Title: Using Personas to Model Museum Visitors
Event: ACM UMAP 2019 Patch Workshop
Location: Larnaca, Cyprus
Dates: 09 June 2019 - 12 June 2019
Open access status: An open access version is available from UCL Discovery
DOI: 10.1145/3314183.3323867
Publisher version: https://dl.acm.org/
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Museum visitors, personas, user modeling, mobile guides.
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
UCL > Provost and Vice Provost Offices > UCL SLASH
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of Arts and Humanities
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of Arts and Humanities > Dept of Information Studies
URI: https://discovery.ucl.ac.uk/id/eprint/10073390
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