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Enhancing Visitor Experience at Science and Technology Museums through Customer Journey Mapping：A Case Study of China Science and Technology Museum
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Xiao Yuan1, Rongliang Rao1, ke Xue1, Dong Wei2
Studies on Science Popularization | 2024, 19(6) : 57 - 64
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Studies on Science Popularization | 2024, 19(6): 57-64
• Science Education •
Enhancing Visitor Experience at Science and Technology Museums through Customer Journey Mapping：A Case Study of China Science and Technology Museum
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Xiao Yuan1, Rongliang Rao1, ke Xue1, Dong Wei2
Affiliations
  • 1China Science and Technology Museum，Beijing 100101
  • 2University of Science and Technology Beijing，Beijing 100083
doi: 10.19293/j.cnki.1673-8357.2024.06.006
Outline
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This research takes the China Science and Technology Museum as the research object，and deeply studies how to use customer journey maps to enhance the audience's visiting experience. By analyzing the characteristics and behaviors of the audience，audience portraits were drawn. And then customer journey maps were created，covering the entire process of typical audiences visiting the China Science and Technology Museum. Results reveal that the customer journey map reveals the emotional fluctuations of the audience at key moments，especially dissatisfaction during ticket purchasing，dining，and leaving the museum. In response to these pain points，measures such as optimizing the ticket refund process，increasing dining space，and opening cultural and creative shops earlier were taken，and practice has proven that these measures effectively enhance the audience's visiting experience.Using customer journey maps to enhance audience experience is universal in the research of audience services in science and technology museums，and continuously iterated customer journey maps can provide support for improving the quality of audience services.

science and technology museum  /  customer journey mapping  /  visitor experience  /  service design
Xiao Yuan, Rongliang Rao, ke Xue, Dong Wei. Enhancing Visitor Experience at Science and Technology Museums through Customer Journey Mapping：A Case Study of China Science and Technology Museum[J]. Studies on Science Popularization, 2024 , 19 (6) : 57 -64 . DOI: 10.19293/j.cnki.1673-8357.2024.06.006
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doi: 10.19293/j.cnki.1673-8357.2024.06.006
  • Receive Date：2024-08-24
  • Online Date：2026-03-18
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  • Received：2024-08-24
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    1China Science and Technology Museum，Beijing 100101
    2University of Science and Technology Beijing，Beijing 100083
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