Differences between First-Time and Repeat Visitors in a Special Exhibition at a Natural History Museum

Abstract This article studies the differences between first-time and repeat visitors to a large temporary exhibition at a natural history museum. Cued visitors were overtly observed and then interviewed. Compared to first-time visitors, repeat visitors generally visited museums more frequently and tended to be more interested in science. During the visit, they appeared more focused and selective. Repeat visitors engaged with fewer exhibits but spent more time on average engaging with single exhibits than did first-time visitors. There was no detectible tendency to use distant areas of the exhibit more during repeat visits. In comparison to first-time visitors, repeat visitors spent more time at interactive stations but less time at noninteractive exhibits.