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

2019 7th International Forum on Industrial Design

工业技术（总论）

Liu, Shunli^1 ; Idris, Muhammad Zaffwan^1

Faculty of Art, Computing and Creative Industry, UniversitiPendidikan Sultan Idris, TanjongMalim, Perak

35900, Malaysia^1

关键词: Brand equity;    Gamification;    Research approach;    Service experience;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/573/1/012020/pdf
DOI  :  10.1088/1757-899X/573/1/012020

学科分类：工业工程学

来源: IOP

【 摘 要 】

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.