The authors’ model, named pathway multinomial logit or “pathway MNL,” does not reveal causal effects, they caution, but the associations they uncover are informative for museum professionals.
Multimedia guide users largely visited recommended artworks in the suggested order. Lisa van den Bos, product manager for digital education at the museum while the study was underway, expressed surprise that even subtle ordering changes on the guide impacted traffic patterns. “We actually have a lot of power in how we move people through,” she said.
Visitors sought variety in time period and size but consistency in subject and theme, the team found. Time pressure also affected choices; as time elapsed within
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