A Holistic Approach for Enhancing Museum Performance and Visitor Experience.

Managing modern museum content and visitor data analytics to achieve higher levels of visitor experience and overall museum performance is a complex and multidimensional issue involving several scientific aspects, such as exhibits' metadata management, visitor movement tracking and modelling, location/context-aware content provision, etc. In related prior research, most of the efforts have focused individually on some of these aspects and do not provide holistic approaches enhancing both museum performance and visitor experience. This paper proposes an integrated conceptualisation for improving these two aspects, involving four technological components. First, the adoption and parameterisation of four ontologies for the digital documentation and presentation of exhibits and their conservation methods, spatial management, and evaluation. Second, a tool for capturing visitor movement in near real-time, both anonymously (default) and eponymously (upon visitor consent). Third, a mobile application delivers personalised content to eponymous visitors based on static (e.g., demographic) and dynamic (e.g., visitor movement) data. Lastly, a platform assists museum administrators in managing visitor statistics and evaluating exhibits, collections, and routes based on visitors' behaviour and interactions. Preliminary results from a pilot implementation of this holistic approach in a multi-space high-traffic museum (MELTOPENLAB project) indicate that a cost-efficient, fully functional solution is feasible, and achieving an optimal trade-off between technical performance and cost efficiency is possible for museum administrators seeking unfragmented approaches that add value to their cultural heritage organisations.