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Applying the stimulus-organism-response (S-O-R) theory in a wine museum context, this paper aims to examine how and why experience design characteristics influence visitor satisfaction, particularly investigating the role of epistemic (learning) and hedonic (having fun) values as the underlying mechanisms of this relationship.

The authors collected field survey data from 652 visitors at a world-leading wine museum. The authors tested the research model on ten modules of the museum using path analysis and a bootstrap approach; the authors further conducted mediation analyses to test how the design of the museum’s modules influenced perceived value and satisfaction.

Content comprehensibility and surprise, as well as interactivity and ease of use, are core design characteristics that drive visitor satisfaction. More significantly, hedonic and epistemic values play a significant mediating role in influencing the relationship between design characteristics and visitor satisfaction.

The authors provide clear and actionable recommendations to help managers design museums that provide educational, entertaining and satisfying visitor experiences.

To the best of the authors’ knowledge, this is the first study to apply the S-O-R theory in a wine museum context. The significance of this study lies in demonstrating how and why experience design characteristics support the creation of an edutainment visitor experience that drives visitor satisfaction.

This purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors with a low involvement with museums.

The authors first analyze the experiential motives that museums should consider as relevant in attracting potential visitors. Consequently, the authors examine effects of experiential design on the participants’ behavior and attitudes, which are relevant for achieving branding objectives and institutional objectives of museums. In an experiment, using computer simulations, the authors tested the effects of an experiential vsus a non-experiential museum design on potential, especially low-involved participants.

The results of the experiment show a positive impact of the multidimensional experiential design on low-involved participants concerning branding relevant behavior, such as loyalty and perceived differentiation. There is also a positive influence on institutional goals such as perceiving the museum as role model and a positive change of attitude toward museums in general.

Because of the virtual character of the examined museum the results show only a tendency for potential behavior of real museum visitors. Future studies should test the effects of experience design for a real museum with a distinct brand profile.

The study reveals that once in a museum, potential visitors with a low involvement can be addressed by a museum design that appeals to their experiential motives and which, at the same time, communicates a differentiated brand profile of the museum. Following the visit, this impression can help to overcome barriers in terms of further museum visits and stimulate positive word-of-mouth advertising to other potential visitors.

The results suggest that from a global perspective, experience inducing museums can become role models for other museums, thus altering the image, expectations, and attitude of potential visitors with low-involvement toward museums as social institutions.

For the first time the explicit effects of a strategic experiential museum design on potential visitors are analyzed in terms of relevant branding and institutional objectives of museums.

This study aims to present a meta-analysis of the use of serious educational games in museums. The analysis is based on a critical literature review that maps educational roles of museums against serious educational games used in support of those roles. The meta-analysis focuses on the specific context of informal learning in museums.

The research design presented in this study is based on a meta-analysis research design that consists of a critical literature review, a multi-matrix representation of findings of the literature review and a conceptual visualization of the multidisciplinary area of the usage of serious games in support of educational roles in museums.

Clear and detailed categorizations of educational roles and serious games types for informal learning are presented. These are followed by matching these educational roles with published reports of the use of serious games within museums. The study concludes with observations and a conceptual map of the design of serious games for museums.

This study presents the first meta-analysis of research in this emergent multidisciplinary field. It will help serious game designers, museum educators and educational practitioners to make decisions regarding the choice of game type, customization and content design to support informal learning in the specific context of museum educational activities.

This study develops a universal game-based blended museum learning service (UGBMLS) to engage museum visitors of different ages and promote their return visits. This study aims to provide a single service with flexible learning content matching the diverse needs and preferences for different ages. The contextual influences are considered to promote participatory experiences and meaningful social interactions. An experiment is conducted herein to understand how visitors of different ages experience the museum's services as well as to address the design issues in aiming to satisfy the different age groups' needs.

A UGBMLS, which includes a real-world adventure game system with flexible learning content and various types of learning support, was provided for different age groups. To investigate how the visitors of different ages evaluate their experiences with the UGBMLS, a mixed-method study was conducted. In total, two questionnaires were employed to examine the visitors' museum experiences and subjective measurements of cognitive load. In addition, observation and group interviews were used to explain the quantitative results.

The results show that the UGBMLS can engage diverse visitors of different ages in museum visits and promote their revisit motivations. However, there are significant differences among different age groups. The design issues in seeking to satisfy the diverse needs of different age groups are noted.

This study provides a feasible and cost-effective approach to support diverse visitors of different ages learning in museums.

This study provides an effective solution for engaging diverse visitors of different ages with a unified service. The results can be used to better understand the needs of different age groups and to effectively improve their museum experiences, thereby boosting their motivation regarding return visits. This study provides a feasible and cost-effective approach to support diverse visitors' learning in museums.

The purpose of this paper is to develop a blended mobile game-based learning service called CoboChild Mobile Exploration Service (hereinafter CoboChild) to support children’s learning in an environment blending virtual game worlds and a museum’s physical space. The contextual model of learning (CML) was applied to consider the related influential factors affecting museum learning and to promote children’s continuous learning and revisit motivations.

CoboChild provides a thematic game-based learning environment to facilitate children’s interactions with exhibits and other visitors. A practical system has been implemented in the National Museum of Natural Science (NMNS), Taiwan. A questionnaire was used to examine whether CoboChild can effectively fulfill the CML and to evaluate the impacts on museum learning.

CoboChild effectively fulfilled the CML to facilitate children’s interactive experiences and re-visit motivations in the blended mobile game-based learning environment. Most children described the system as providing fruitful playfulness while improving their interpretations of exhibitions and learning experiences.

CoboChild considers the related contextual influences on the effective support of children’s learning in a museum, and builds a child-centered museum learning environment with highly integrated blended learning resources for children. CoboChild has been successfully operating in the NMNS since 2011.

This study developed a blended mobile game-based learning service to effectively support children’s learning in museum contexts. The related issues are shown to improve the design of blended museum learning services. This innovative approach can be applied to the design of other child-centered services for engaging children’s interactive experiences in museums.

Purpose: In the experience economy, the main challenge for museums is not only to attract visitors but also to preserve artworks. Given this circumstance, this chapter aims to offer an overview of how these cultural organisations have emerged as labs of the future culture, where all kind of technological experiments are tested so as to fulfil their mission.

Design/methodology/approach: This chapter is based on extensive literature review on issues related to robots, artificial intelligence and service automation (RAISA) in the museum sector. Examples illustrate the role of technology in the experience design and preservation of cultural resources.

Findings: 1) A chronological framework of museums’ orientations is established to understand the evolution toward the technology-driven present period. 2) Robots, artificial intelligence and service automation have a meaningful contribution to make in guaranteeing visitor arrivals. 3) This technological phase requires a tourism workforce with new skills.

Research limitations/implications: Few academic studies concerning to the use of robots, artificial intelligence and service automation in the museum sector were found. Hence, more empirical studies are required to completely corroborate the chapter’s suggestions.

Practical implications: An enlightening path for the service design of multisensory and participatory is proposed, as a useful guide for heritage managers, marketing practitioners and tourism planners.

Originality/value: Museum management has been always receiving the attention of managers, policymakers, scholars, among others. Insights of how technology enhances heritage preservation and the improvement of museum services throughout numerous examples can direct them to increase knowledge and adopt these practices.

This paper aims to explore what design aspects can support data visualization literacy within science museums.

The qualitative study thematically analyzes video data of 11 visitor groups as they engage with reading and writing of data visualization through a science museum exhibition that features real-time and uncurated data.

Findings present how the design aspects of the exhibit led to identifying single data records, data patterns, mismeasurements and distribution rate.

The findings preface how to study data visualization literacy learning in short museum interactions.

Practically, the findings point toward design implications for facilitating data visualization literacy in museum exhibits.

The originality of the study lays in the way the exhibit supports engagement with data visualization literacy with uncurated data records.

Science museums provide a context for developing and testing engineering activities that support visitors in creating personally meaningful objects. This study aims to propose that narrative design elements in such engineering activities can foster empathy to support engineering engagement among girls ages 7–14.

Taking a constructionist approach to engineering design, the authors present results from an observational study (n = 202 girls) of engineering activities across three museums that were designed to foster girls’ engineering engagement by integrating narrative elements aimed to foster empathy in activities. Using quantitative counts from observation protocols, the authors conducted statistical analyses to explore relationships between narrative, engineering and empathy.

Linear regression demonstrated a statistically significant relationship between empathy and increased numbers of engineering practices within museum activities. Additionally, this led us to explore the impacts the potential narrative design elements may have on designing for empathy – multiple linear regressions found both narrative and empathy to be independently associated with engineering practices. Overall, the authors found that using narrative to design activities to elicit empathy resulted in girls demonstrating more engineering practices.

The authors offer design ideas to foster aspects of empathy, including user-centered design, perspective-taking, familiarity and desire to help.

The case focuses on the following theoretical basis: • conflict management and its resolution; • multiculturalism and workforce diversity through the lens of Hofstede model; and • the Policies, Legal, Universal, and Self model of ethical of building an ethical organization.

Field study with the leadership team as well as with the key talent (people).

Conflictorium, situated in Ahmedabad since 2013, is a museum which acknowledges and discusses conflict through various art forms. Since its inception, the museum has fostered values like diversity, transparency and care reflecting in how it deals with its people and finances. Now, as the museum plans to reach out to new audiences, it is confronted with a challenge to preserve its cherished values and still expand its activities.

This case study is intended for graduate and postgraduate management students.

The continuous development of mobile platforms provides the opportunity to integrate and improve existing applications or to introduce new features to make life better. The purpose of this paper is to investigate the use of mobile platforms in civilization (museums) and present the design and the implementation of a mobile application that satisfies various design criteria. Through this application the visitor can navigate and tour virtually in the museum through a smartphone. In addition, features have been included in the application that make it easier for a user to visit the museum. First, we present the operating parameters and the aesthetic presentation of the application, which delimits usability and ease of access through the interfaces of a smartphone. Then we highlight the cloud features that were exploited in the application. Then, an extended evaluation of the mobile application is presented, that proves its high applicability and user acceptability.