Exploring museum service experience using gamification-based personas with distinct motivations

Abstract

In the context of museums facing challenges from the cultural and leisure market, a desirable experience that can be tailor-made for different type of visitors can serve as an indicator to measure brand equity. To explore the museum service experiences, the Bartle Test of Gamer Psychology was introduced for identifying personas representing different visitors' motivations to visit the museum. With the personas being recruited, this study will employ the adapted rapid ethnography as the research approach to gain in-depth and detailed insights into the perceptions from the user's perspective.