ABSTRACT

Museum managers should put themselves in the place of their visitors, and ask themselves (as well as their visitors through ongoing market research) whether the museum visit as a whole can be made more enjoyable. Try visiting your own museum perhaps with some friends or members of your family to experience what the visitor experiences in the round. A first-class experience for the visitor will encourage repeat visits, and good word-of-mouth publicity encourages others to visit; a poor experience can damage the museum’s reputation and standing.