Abstract
The purpose of this study is to conceptualize how learning patterns differ between two modes of museum visitation: free-independent visitors (FIV) and an interpretation-guiding tour (IGT). Based on principles of experiential learning, eye tracking and personal mapping with 32 visitors to an ancient Egyptian exhibition in Shandong Museum, findings indicate: (1) There are differences in spatial-temporal behaviour between the FIV and IGT groups, (2) both visitor groups acquire knowledge, (3) the IGT group gains more in both reflective observation and abstract conceptualization, (4) previous experience, individual interests, and preferences also positively affect visitors' learning experience in both instances, and (5) visitors from the IGT group express higher identification with ancient Egyptian culture. The paper illustrates how eye tracking exercises can both contribute to learning theory and practical management practice.
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