Between knowledge and feeling. The Multi-method approach of the ARTEMISIA Project for the analysis of visitor's mood, emotion and behavior in the museum experience

This study aims to provide a contribution to advance knowledge on the evaluation of visitors’ behavior in a museum context based on the approach developed within the ARTEMISIA project, which has been carried out at the Museum of Rome in Palazzo Braschi (Rome, Italy). The approach involved the study of visitors’ trajectories through sensors, equipped with artificial intelligence internal functions, for checking visitors’ position and sight orientation in combination with user experience analysis and assessment of visit impact on emotional wellbeing and sense of connection with art. This approach allowed to identify different visitors’ experiential profiles and provided evidence of a positive association between improvement in their emotional wellbeing and visit time length. Overall, the findings lead to the definition of different approaches to museum fruition, with possible relevant implications in terms of the conception of museum exhibition and cultural marketing.