Skip to main content

A Study on Understanding of Visitor Needs in Art Museum: Based on Analysis of Visual Perception Through Eye-Tracking

  • 4492 Accesses

Part of the Advances in Intelligent Systems and Computing book series (AISC,volume 1131)


This study aims to examine the art museum experience of visitors in detail through eye tracking in the aspect of the visitor-centered approach, which is important in the contemporary art museum. To achieve this goal, we conducted the eye-tracking experiment and in-depth interview to grasp the interest and needs of visitors. We suggest the possibility of deriving their interests and needs by studying the gaze data (e.g. duration and the number of fixations) of the visitors in the museum.


  • Art museum
  • Visitor studies
  • Eye-tracking
  • Museum experience

This is a preview of subscription content, access via your institution.

Buying options

USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
USD   169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions


  1. Smith, L.F., Smith, J.K., Tinio, P.P.: Time spent viewing art and reading labels. Psychol. Aesthet. Creativity Arts 11(1), 77–85 (2017)

    CrossRef  Google Scholar 

  2. Yalowitz, S.S., Bronnenkant, K.: Timing and tracking: unlocking visitor behavior. Visitor Stud. 12(1), 47–64 (2009)

    CrossRef  Google Scholar 

  3. Mokatren, M., Kuflik, T., Shimshoni, I.: Exploring the potential of a mobile eye tracker as an intuitive indoor pointing device: a case study in cultural heritage. Future Gener. Comput. Syst. 81, 528–541 (2018)

    CrossRef  Google Scholar 

  4. Packer, J.: Beyond learning: exploring visitors’ perceptions of the value and benefits of museum experiences. Curator: Mus. J. 51(1), 33–54 (2008)

    Google Scholar 

  5. Edwards, R.W., Loomis, R.J., Fusco, M.E., McDermott, M.: Motivation and information needs of art museum visitors: a cluster analytic study. Ilvs Rev. 1(2), 20–35 (1990)

    Google Scholar 

  6. Chen, C.C.: Exploring the attractive attributes of exhibition experience in museum. In: 15th International Conference on Service Systems and Service Management (ICSSSM), pp. 1–6. IEEE (2018)

    Google Scholar 

  7. Carbon, C.C.: Art perception in the museum: how we spend time and space in art exhibitions. i-Perception. 8(1), 2041669517694184 (2017)

    Google Scholar 

  8. Walker, F., Bucker, B., Anderson, N.C., Schreij, D., Theeuwes, J.: Looking at paintings in the Vincent Van Gogh Museum: eye movement patterns of children and adults. PLoS ONE 12(6), e0178912 (2017)

    CrossRef  Google Scholar 

  9. Pelowski, M., Leder, H., Mitschke, V., Specker, E., Tinio, P.P., Vaporova, E., Gerger, G., Bieg, T., Husslein-Arco, A.: Capturing aesthetic experiences with installation art: an empirical assessment of emotion, evaluations, and mobile eye tracking in Olafur Eliasson’s’ Baroque, Baroque!’. Front. Psychol. 9, 1255 (2018)

    CrossRef  Google Scholar 

  10. Heidenreich, S.M., Turano, K.A.: Where does one look when viewing artwork in a museum? Empir. Stud. Arts 29(1), 51–72 (2011)

    CrossRef  Google Scholar 

  11. Tseng, Y.C., Tang, A.H., Shih, Y.H., Liang, S.F.: Using eye movement data and visit contexts to understand the experience of museum visitors. In: Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems, p. LBW598. ACM (2018)

    Google Scholar 

  12. Albert, W., Tullis, T.: Measuring the user experience: collecting, analyzing, and presenting usability metrics. Morgan Kaufmann (2013)

    Google Scholar 

  13. Detail of eye-tracking analysis data.

Download references


This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MSIT) (No. NRF-2019R1A2C1007042) and also, supported by Institute for Information & communications Technology Promotion (IITP) grant funded by the Korea government (MSIT) (R7124-16-0004, Development of Intelligent Interaction Technology Based on Context Awareness and Human Intention Understanding). We thank the Lee Ungno Museum for supporting this research to conduct visitor studies.

Author information

Authors and Affiliations


Corresponding author

Correspondence to Ji-Hyun Lee .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Yi, T., Chang, M., Hong, S., Kim, M., Lee, JH. (2020). A Study on Understanding of Visitor Needs in Art Museum: Based on Analysis of Visual Perception Through Eye-Tracking. In: Ahram, T., Karwowski, W., Vergnano, A., Leali, F., Taiar, R. (eds) Intelligent Human Systems Integration 2020. IHSI 2020. Advances in Intelligent Systems and Computing, vol 1131. Springer, Cham.

Download citation