Museums and historic sites face a persistent challenge: how to transform mildly interested visitors into deeply engaged patrons. These exploratory visitors—those who follow your social media accounts, visit the website, or attend an occasional event—represent a critical audience segment with untapped potential. How can museums help these visitors feel more connected and motivated to return?

Three recent studies offer actionable insights into addressing this challenge: one on the power of framing and emotional relevance, another on the role of clear wayfinding in reducing visitor anxiety, and a third on the holistic visitor experience at heritage attractions.

Lesson 1: Framing and Emotional Relevance Matter

In “The Role of Framing, Agency, and Uncertainty in a Focus-Divide Dilemma,” Justin Claydon et al highlight how contextual framing—presenting information in a familiar, relatable way—dramatically improves motivation and engagement. When tasks are abstract or unfamiliar, people struggle to prioritize and engage effectively. Conversely, framing a task with real-world relevance reduces uncertainty and increases interest.

Key Takeaways: Use framing to create emotionally resonant connections with your audience. For example, instead of generic event titles like “Exploring Local History,” frame programs around personal stories or themes that evoke curiosity: “A Day in the Life of 19th-Century Rockville Residents.” Contextual framing helps visitors see how the content relates to their own lives and interests, encouraging deeper participation.

Lesson 2: Clear Wayfinding Builds Confidence

Anna Stelmaszczyk’s “Visitor Orientation as a Game Changer” emphasizes the importance of intuitive wayfinding tools in enhancing visitor experiences. Her research shows that reducing cognitive load—the mental effort required to navigate a space—increases visitor satisfaction and encourages return visits. Interactive maps, digital guides, and clear signage not only reduce visitor anxiety but also create a sense of accomplishment and autonomy.

Key Takeaways: Evaluate your physical and digital wayfinding tools. Are your museum’s signs intuitive and visually engaging? Does your website provide clear and easy navigation for visitors planning their trips? Incorporating gamified elements, like scavenger hunts or themed pathways, can make wayfinding both functional and fun.

Lesson 3: A Holistic Visitor Experiences Drive Satisfaction

“The Heritage Tourist: An Understanding of the Visitor Experience at Heritage Attractions” by Joanna Kempiak et al examines visitor engagement across pre-, during-, and post-visit phases. Their findings show that factors such as visual and auditory communication, atmospherics, and on-site engagement significantly influence visitor satisfaction and repeat visitation. Moreover, advice from friends and family often motivates initial visits, emphasizing the importance of word-of-mouth and positive experiences.

Key Takeaways: Design experiences that delight visitors at every stage of their journey. Ensure pre-visit information is accessible and engaging, enhance the on-site experience through thoughtful design and programming, and encourage visitors to share their experiences. For instance, creating Instagrammable moments or easy ways to leave reviews can amplify word-of-mouth marketing.

How These Insights Work Together

Together, these studies reveal the powerful synergy between emotional framing, clear orientation, and holistic visitor experiences. Framing helps visitors feel emotionally connected to the museum’s content, wayfinding ensures they can explore confidently without frustration, and a focus on the full visitor journey ensures lasting satisfaction. For example, a special exhibition on women’s suffrage could pair compelling narratives (framing) with an interactive digital guide (wayfinding) and customized takeaway experiences that inspire post-visit sharing.

Next Steps

Are your museum’s programs framed in ways that resonate emotionally? Are your wayfinding tools reducing barriers to exploration? Are you considering the full visitor journey from start to finish? Take a moment to evaluate these elements and consider how they work together to support your visitors. Share your thoughts in the comments or try testing a new framing strategy, wayfinding tool, or pre-visit engagement method in your next exhibition or event.

Citations

• Stelmaszczyk, Anna. “Visitor Orientation as a Game Changer: Enhancing the Museum Experience through Strategic Wayfinding.” Museum Management and Curatorship 39, no. 1 (2024): 1–18. doi:10.1080/09647775.2024.2105786.
• Claydon, Justin, Warren R. G. James, Alasdair D. F. Clarke, and Amelia R. Hunt. “The Role of Framing, Agency, and Uncertainty in a Focus-Divide Dilemma.” Memory & Cognition 52, no. 4 (2024): 574–594. doi:10.3758/s13421-023-01484-6.
• Kempiak, Joanna, Lynsey Hollywood, Peter Bolan, and Una McMahon-Beattie. “The Heritage Tourist: An Understanding of the Visitor Experience at Heritage Attractions.” International Journal of Heritage Studies 23, no. 4 (2017): 375–392. doi:10.1080/13527258.2016.1277776.