Visitor journey mapping at the Museo Nacional Thyssen-Bornemisza: bringing cross-departmental collaboration to build a holistic and integrated visitor experience

Abstract

ABSTRACTMuseums are increasingly adopting a visitor-centered approach in their practice, and implementing methods to evaluate the visitor experience. This article presents the case study of the application of visitor journey mapping at the Museo Nacional Thyssen-Bornemisza (Spain). After a review of their strategic documents and available visitor research, a workshop was conducted with the participation of staff members from various departments to develop visitor journey maps for four audience segments. This article demonstrates the effectiveness of this tool when it comes to identifying the potential areas for improvement, specifically for the physical context of the visitor experience. Most importantly, it highlights the need for museums to break the traditional silos and work across departments in order to define and implement a holistic and integrated visitor experience. The discussion points out practical implications for museums to undertake visitor research on their ongoing practice and move towards a collaborative working culture.