Presented at the Visitor Research Forum, University of Queensland 14th February 2014.

1. A tool for quantifying visitor perceptions of
the exhibition environment
Regan Forrest, PhD Candidate, UQ

2. A Model for “Museum Atmospherics”
Person-inEnvironment
Perceived
Atmosphere
Visitor
Responses
• Environmental Properties
• Affective
• Visitor (Consumer) Needs
• Cognitive
• Intended Atmosphere
• Behavioural
Adapted from Kotler, 1974

3. 


Previous qualitative visitor research has
suggested the exhibition environment is
important (e.g. Packer, 2008; Roppola, 2012)
Existing quantitative research has focused
on relating a “good” environment to
marketing-related outcomes (e.g. Bonn et al 2007)
Can we do better than “good”?

4. 



Qualitative research exploring how visitors
describe exhibition environments
Pilot test terminology as semantic
differentials and Likert scales (n=172)
Refine word list to produce 30 semantic
differentials (7-point scales)
Use in visitor survey across four exhibition
galleries at SA Museum (n=602)

5. Factor
1
Dramatic-Plain
.719
Active-Passive
.712
Vibrant-Dull
.705
Ordinary-Striking
-.597
Dynamic-Static
.583
Colourful-Neutral
.572
Energetic-Serene
.515
Flat - 3-Dimensional
2
-.442
Factor
3
Linear-Winding
.545
Symmetrical-Asymmetrical
.538
Evenly Lit-Targeted Lighting
.518
Dark-Light
-.498
Old-New
Varied-Repetitive
.584
Traditional-Modern
4
.473
Warm-Cool
Subdued-Bright
Hard-Soft
Cosy-Formal
Ordered-Jumbled
Small scale-Large scale
Wide-Narrow
.704
Spacious-Confined
.672
Open-Enclosed
-.462
.622
Structured-Unstructured
.524
Flowing-Discontinuous
.454
.509
Cluttered-Uncluttered
.777
Organised-Random
Simple-Complex
Hidden-Obvious
Principal Axis Factoring with Varimax rotation.
Factor loadings below 0.4 are suppressed.

6. 
Vibrancy
◦ Dramatic, Active, Vibrant, Striking, Dynamic, Colourful,
Energetic, Three-Dimensional

Spatiality
◦ Wide, Spacious, Open, Uncluttered

Modernity
◦ Winding, Modern, Asymmetrical, Targeted Lighting, Dark,
New

Order
◦ Ordered, Organised, Structured, Flowing

7. 


No gender difference besides a slightly higher
spatiality rating from females
Perceptions of vibrancy increase (a bit) with
age
No differences according to visiting group,
history of visiting SA Museum or reason for
visit, based on visitor “identity” (Falk, 2009)

8. Individual Gallery Comparisons
SABG
PCG
AACG-1
AACG-G
-1
-0.5
0
Modernity
0.5
Vibrancy
Order
1
1.5
Spatiality
Perceived Atmosphere – Gallery Comparisons
(Zero = neutral score on 7-point Likert scale)

9. Gallery
5.10
4.21
4.42
Std. Deviation
1.09
1.05
.98
.83
100
99
96
97
5.23
5.15
4.35
4.37
Std. Deviation
.90
1.03
.92
.82
165
164
163
161
Mean
5.09
5.27
3.95
3.18
Std. Deviation
.96
.95
.99
.68
N
158
165
155
154
Mean
4.78
5.17
4.79
4.56
Std. Deviation
1.09
1.06
.94
.73
N
158
155
152
151
Mean
5.02
5.18
4.33
4.10
Std. Deviation
1.01
1.02
1.00
.95
N
Total
4.97
N
SABG
Modernity
Mean
PCG
Vibrancy
N
AACG-1
Order
Mean
AACG-G
Spatiality
581
583
566
563
Summary Statistics – Perceived Atmosphere
NB: 7-point semantic differentials
4= neutral midpoint

10. 



Lowest Vibrancy
Most Traditional
Moderate-High
Spatiality
Moderate-High Order
Pacific Cultures (PCG)

11. 



Moderate Vibrancy
Moderate – High
Spatiality
Moderate Modernity
Moderate-High Order
Aboriginal Cultures-1

12. 



Moderate Vibrancy
Moderate Spatiality
Moderate Modernity
Moderate-High Order
Aboriginal Cultures - G

13. 



Highest Vibrancy
Lowest Spatiality
Highest Modernity
(N.S)
Moderate-High Order
SA Biodiversity (SABG)

14. Individual Gallery Comparisons
SABG
PCG
AACG-1
AACG-G
-1
-0.5
0
Modernity
0.5
Vibrancy
Order
1
1.5
Spatiality
Perceived Atmosphere – Gallery Comparisons
(Zero = neutral score on 7-point Likert scale)

15. PCG
AACG-1
SABG
AACG-G

16. 



Vibrancy is the strongest predictor of both
affective and cognitive engagement (self
report measures); Spatiality and Order to a
lesser extent
Spatiality is also a predictor of “relaxation”
Order is negative predictor of “disorientation”
No relationship between Modernity and any
experience measures

17. 



Spatiality: an indicator of size but also space
as an “affordance” (Gibson, 1977)?
Order: no difference observed here. Could a
wider range of exhibitions reveal differences?
Modernity: a feature of this collection of
galleries? Is lighting being confounded with
other aspects of gallery design?
Other sites? Gallery refurbishments?
Temporary exhibitions?

18. r.forrest1@uq.edu.au