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





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”?








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)
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.


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






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)
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)
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






Lowest Vibrancy
Most Traditional
Moderate-High
Spatiality
Moderate-High Order

Pacific Cultures (PCG)







Moderate Vibrancy
Moderate – High
Spatiality
Moderate Modernity
Moderate-High Order

Aboriginal Cultures-1






Moderate Vibrancy
Moderate Spatiality
Moderate Modernity
Moderate-High Order

Aboriginal Cultures - G







Highest Vibrancy
Lowest Spatiality
Highest Modernity
(N.S)
Moderate-High Order

SA Biodiversity (SABG)
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)
PCG

AACG-1

SABG

AACG-G






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








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?
r.forrest1@uq.edu.au

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Perceived atmosphere - a tool for quantifying visitor perceptions of the exhibition environment