Competencies of a Museum Guide as Predictors of Visitors’ Learning Outcomes: A Case from Canada

Abstract

ABSTRACT The competencies and techniques used by employees, especially those who act as guides, are one of the most important vehicles for the transference of visitors’ cultural understanding and memorable experiences. The aim of the study was to identify which guides’ competencies can enhance generic learning outcomes of museum visitors. The data were collected from 594 people who visited art and history museums in Toronto (Canada). The results showed that learning outcomes depend on three groups of guide's competencies: handling the group within the museum environment, communication skills, and knowledge and pedagogy. Also, the findings revealed that the guide's competencies that encourage interaction and active participation of visitors were common predictors for all generic learning outcomes. The research findings can serve as guidelines for museums when recruiting or training guides. Also, it can direct museums how to develop their strategy if they want to improve visitors’ experiences when engaging with museums’ exhibitions, art, and objects.