Examining the Effect of Visitor Motivation on Observed Visit Strategies Using Mobile Computer Technologies

This article examines the interaction between visitor motivation and in-museum visitor behavior. The authors postulate that, in order to understand this aspect of the dynamics of museum visiting, we need to view the motivations to visit the museum as lists compiled by individual visitors but also as part of wider lists of reasons for visiting that exist in society-which they refer to as cultural itineraries. Self-report methods have been used to capture patterns of motivation that emerge across the data, which in this case were used to examine their relation to visit strategies as manifested by visitor pathways through the London Zoo. Visitor pathways were captured through the novel use of mobile location-sensing technology which offers distinct opportunities in this context that have been unexplored in audience research. The combination of standard research methodology and automated location tracking used in this study allowed us to indentify two distinct visit strategies that directly relate to social groupings with different motivations: (a) groups with an education/participation motivation, who visit exhibits only, and (b) groups with a social event motivation, who spend a considerable amount of time on nonexhibit related activities and socializing with other family members and friends.