Discussing the visitor experiences of the audio-guided tour and non-audio-guided tour in a physical exhibition: Taking "Not A Fashion Store" in Hong Kong Museum of Arts as an example

This research focuses on the visitor experience brought by the audio-guide service developed by the Hong Kong Museum of Art (HKMoA). Audio guides of the exhibition called "Not a Fashion Store" included 12 artworks' information by accessing the museum website. The researcher studied empirical research regarding the topic. Qualitative research was adopted in this project. Ten museum-goers from 16-30 years old, from all kinds of fields, were invited to visit the exhibition twice: the first visit is without an audio guide and audio-guide service on the second visit. They had an interview with the researcher to talk about their understanding and feelings. Thematic analysis was used for analyzing the data from interviews. The result showed that an audio-guided visit was more informative and affected museum-goers staying longer in front of the exhibits. Non-audio-guided visits provided a better experience of idea stimulations and allowed a direct connection with exhibits. The main suggestions of audio guides were that the content needs to specify the creation process and use questions to engage with audiences. The museum should also provide better access to technology.