Predicting Museum Visitors Intention through Nonverbal Cues: the Potential of Facial Expressions

Charlotte De Sainte Maresville () and Christine Petr ()
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Charlotte De Sainte Maresville: UBS - Université de Bretagne Sud, UBS Vannes - Université de Bretagne Sud - Vannes - UBS - Université de Bretagne Sud, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Christine Petr: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], UBS - Université de Bretagne Sud, MARSOUIN - Môle Armoricain de Recherche sur la SOciété de l'information et des usages d'INternet - UR - Université de Rennes - UBS - Université de Bretagne Sud - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - Groupe ENSAE-ENSAI - Groupe des Écoles Nationales d'Économie et Statistique - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - UR2 - Université de Rennes 2 - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: Understanding museum visitor engagement is crucial for optimizing communication strategies and exhibition design. Museums need to anticipate visit intentions and potential visitors. This study explores facial expression analysis as a nonverbal predictor of museum visit intentions, focusing on joy intensity in response to promotional exhibition visuals. Using a mixed-effects logistic regression model on 61 participants, we demonstrate that joy expression significantly predicts visit intention, particularly among undecided visitors. The results highlight variations across age, gender, and cultural background, suggesting tailored marketing strategies. By integrating facial emotion recognition into predictive models, this research contributes to anticipating cultural engagement and emphasizing the potential of nonverbal cues in enhancing audience segmentation and communication effectiveness in cultural institutions. These findings provide new avenues for museum marketing and visitor experience management

Keywords: Nonverbal Cues; Facial Recognition Technology; Predictive modeling; Museum Marketing Research; Emotion recognition; Visitor engagement (search for similar items in EconPapers)
Date: 2025-10-14
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Published in International Journal of Arts Management, 2025, 28 (1)

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05362542

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