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Visitor experience

Visitor experience is a broad term which encompasses all of the ways in which a visitor engages with an attraction.

This includes all of the guest’s interactions during a visit, as well as their experiences of the organisation before and after the main event; from the first website visit to follow-up emails.

The term also refers to the way that a visitor feels about the visit, including their social, educational, and emotional responses.

Many visitor attractions invest heavily in creating an excellent visitor experience and consider this a key strategic focus. A great experience will bring the visitor back for a repeat visit and encourage them to recommend the attraction to family and friends. A poor experience, meanwhile, can present a reputational risk as visitors head to online review sites to air their grievances.

Traditionally, aspects of an attraction such as front-of-house staff, wayfinding, and queue times have had a huge impact on the visitor experience. This remains true. In addition, a growing number of innovative tools are being developed which help to create a seamless, enjoyable experience for guests.

Cash-free transactions offer ways to enhance the visitor experience, making it quick and easy to make purchases on-site. And technologies such as RFID wristbands add extra convenience, along with features such as session time indicators.

Technology also presents opportunities to enhance accessibility and improve the experience for those with different needs. For example, apps can make exhibition interpretation available in a range of languages, and provide accessible experiences for those with impaired vision or hearing.

Visitor experience in depth

Immersive experiences
Trends
Exhibit design
Awards
Marketing
Science Centres
Museum management
Photography

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