Personalising museum mobile guides is widely acknowledged as being important for enhancing the visitor experience. Due to the lack of information about an individual visitor and the relatively limited time of his or her visit, adapting the user interface based on a museum visitor's type is a promising approach to personalisation. This approach first requires a mechanism to identify the visitor type (‘persona’) and, second, knowledge of the preferences and needs of different types to apply personalisation. In this article, we report a face-to-face questionnaire study carried out with 105 visitors to Scitech, a science and technology visitor centre. The study aims to investigate the main facts required to identify a visitor persona and to explore the preferences of different visitor personas for particular mobile guide features. We limited our concern to the user interface features of the guide (e.g., whether it provides recommendations for related items to view) rather than what content and services the guide provides (e.g., what related items are recommended). We found that we can reliably identify the visitor persona using two multiple choice questions about visit motivation and perceived success criteria. In addition, we found that visitors have significant preferences for particular features such as presentation media, venue navigation tool, object suggestions, details level, accessing external links, exhibit information retrieval method and social interaction features such as voice communication, instant messaging, group games and challenges. Some features were found to be preferred differently by different personas such as the challenges feature, some were found to be preferred by personas differently to the overall preference such as in presentation media, and some were found to be preferred by some personas with no particular preference for others such as a venue navigation tool. Instant messaging was found to be significantly not preferred by all personas. The results provide a basis for personalisation of museum guides and services using a personas approach, which is a solution where data about individual users may be limited and where the individual configuration of a user interface may not be practical or warranted.

中文翻译：

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不同游客角色的博物馆移​​动指南偏好

个性化博物馆移动指南被广泛认为对提升游客体验很重要。由于缺乏关于个别参观者的信息以及他或她的参观时间相对有限，根据博物馆参观者的类型调整用户界面是一种很有前途的个性化方法。这种方法首先需要一种机制来识别访问者类型（“角色”），其次，需要了解不同类型的偏好和需求以应用个性化。在本文中，我们报告了一项对 105 名访问者进行的面对面问卷调查，该研究对象是科技游客中心 Scitech。该研究旨在调查识别访问者角色所需的主要事实，并探索不同访问者角色对特定移动指南功能的偏好。我们将关注点限制在指南的用户界面特征（例如，它是否为要查看的相关项目提供建议），而不是指南提供的内容和服务（例如，推荐哪些相关项目）。我们发现，我们可以使用关于访问动机和感知成功标准的两个多项选择题来可靠地识别访问者角色。此外，我们发现访问者对特定功能有显着偏好，例如演示媒体、场地导航工具、对象建议、详细信息级别、访问外部链接、展览信息检索方法和社交交互功能，例如语音通信、即时消息、团体游戏和挑战。发现不同角色对某些功能的偏好不同，例如挑战功能，有些角色被不同的人喜欢，与整体偏好不同，例如在演示媒体中，有些人被一些角色喜欢，而对其他人没有特别的偏好，例如场地导航工具。即时通讯被发现并不是所有角色都偏爱的。结果为使用角色方法对博物馆指南和服务进行个性化提供了基础，这是一种解决方案，其中有关个人用户的数据可能有限，并且用户界面的个人配置可能不切实际或不合理。即时通讯被发现并不是所有角色都偏爱的。结果为使用角色方法对博物馆指南和服务进行个性化提供了基础，这是一种解决方案，其中有关个人用户的数据可能有限，并且用户界面的个人配置可能不切实际或不合理。即时通讯被发现并不是所有角色都偏爱的。结果为使用角色方法对博物馆指南和服务进行个性化提供了基础，这是一种解决方案，其中有关个人用户的数据可能有限，并且用户界面的个人配置可能不切实际或不合理。