Displays & Labels’ should ‘speak’ to the visitors

Some of the interviewees mentioned the poor display settings. Uninteresting labels (figs. 5, 8, 9), badly-lit galleries with poorly displayed collections (figs. 6, 9), and a lack of guidance from staff have a lasting impact on their memories. ‘Object-interpretation’ is a process of making an object recognizable and understandable to the viewer by establishing the links between former and later. Poor lighting, location, length and language of text are the factors that can make the visitor not to read the museum texts. Label text is considered the ‘language’ that a museum speaks to the visitors. If this language is not understandable to the ‘visitor’, they naturally have the negative feelings about the ‘host’. This was the case with the people who suffered with the missing or poorly drafted texts of the labels in the museum (fig. 8). Some of them mentioned that they have lost the interest in all the museums after the last visit since they felt like a stranger to the language used in the labels. Duncan Cameron in his article (but also Trevelyan and Nottingham City Museums found from their surveys) claims that poor information or a complete lack of it in exhibitions may lead to the visitor’s denial or misunderstanding.  This missing connection with the labels’ text leads them to feel disconnected with the objects too. 

“Actually, I did not like the way the exhibitions are designed; the label texts are poor, the language is scientific and I cannot understand it. Moreover, the position of the objects is not correct and some, although interesting, can skip your eyes.”
(Christoforos, 28, doctor)

“When I am thinking of museums, I imagine an authoritarian place with sculptures, cases, antiquities and labels that don’t help you to understand what you see. This place is only for well educated people or those who are interested about the exhibits. I understand that it is a good place to visit because it holds a big part of our culture but it is not the place where you go in order to have fun...”
(George, 47, undergraduate)

Museums’ shift from ‘an authoritarian figure’ to ‘an open arm friend’

Museum staff, with lack of training on the changing role of the museum, is not considered friendly or welcoming by the respondents. Most of the interviewees mentioned the unwelcoming feeling they experienced when they visited museum a long time ago. Some of them also felt worse and mentioned the unwelcoming way information about the collection and the museum building itself was provided. As previous studies consider the psychological behaviour important in the involvement of non-visitor (e.g. Nottingham research), this feeling of interviewees pointed out the same issue when some sensitive visitors found themselves unwelcome by the museum and its staff.

“I would prefer the museum’s environment not to be so strict, so I can visit it with my young grandchildren.”
(Sophia, 60, retired teacher)

“Museum staff should be more welcome”.
(Antonis, 39, undergraduate)

People think about money (free entry, family tickets, free passes)

Some initiatives in order to revitalize the museum role in local life are required. People will be more interested if there were special entry fees on some special occasions. Museum should hold these occasions from time to time to try and reach out to non-visitors. Interviewees (like those interviewed for Nottingham research) suggested it as basic attraction for them if they find entry free or at a nominal cost. Some were interested in the idea of family tickets, where they could bring the whole family and pay only a fixed fee for all. In the changing theories about marketing it has become vital to provide customers more facilities with least possible cost. Answers of the interviewees support this as all of them asked for concession, either partially or fully, in the entry fee.

“I think that good advertisement for the museum could be free entrance, because people think about it”.
(Joseph, 31, businessman)

“They should distribute free museum ticket to people like me”.  
(Telemachos, 75, retired farmer)

Opening hours of museum v/s working hours of the non-visitors 

Opening hours of the museums, as mentioned in previous studies as well (Trevelyan), are considered to be one of the main problems that hinder people visiting museums. Most of the time opening hours of the museum are same as working hours of the majority of the businesses in the town. Interviewees, in the context of local museums, found it difficult to spare their working time and go to visit museum. This scenario clarifies to a certain degree the absence of the local public in the museum. Tourists and other visitors from outside could visit anytime of the day but the local public is very likely to be at work during the day time. Responses to this issue suggested that there should be some special opening hour timings, at least for couple of days a week, for the people who cannot visit museum during the regular opening hours of the museum.

“I am working and when I have free time the museum is closed.”
(Maria, 47, trader)

“I have not visited it during last few years because of the fact that it is open only in working hours and, since I am working, I am not able to visit it.”
(Christoforos, 28, doctor)

“If it was open in the afternoon, at least few days of the week, I could visit it, now I am not, since I am working.”
(Joanna, 53, Mathematician)

Other concerns: Street signs and parking place

Although local museums are supposed to be a well-known place for local public, the interview sessions brought up concerns about the direction maps to the museum. Some mentioned the need for signboards in the streets that lead to the museum. their argument about this point was related to providing information and sense of existence of the museum as some people humorously said ‘is there any museum around?‘.

“There should be signs in the streets to orientate the people and the drivers.”
(Katerina, 39, undergraduate)

A small number of people were concerned about parking. They wanted to be able to park their cars without worrying about it and concentrate in the museum. The issue was not raised by many others, but I felt it important to discuss as a visitor’s divided concentration makes him/her less involved in the museum and can make the visiting experience tense.   
“This museum could attract me if there was a parking outside or close to the museum.”
(Joseph, 31, businessman)

“I don’t find place to park my car and usually I visit other modern museums.”
(Frangisca, 31, Nursery school teacher)

Impaired people’s (well deserved) desire for audio and visual aid

As found in early studies, people with impaired abilities should also be included in the experience of museum and they should get all the possible help the museum is capable of providing. It is difficult for the local museum to change the whole environment in short amount of time but there are certain things museum could provide with less significant efforts and cost. Audio aids for people with hearing impairment or the elderly is one of these facilities. Responses indirectly asked for aids for their disabilities. Elderly people asked for help in mobility (fig. 3), toilet facility and rest place and they complained about their less involvement with the labels and with the information about the objects. An Audio/visual aided facility could substitute some of these complains by providing them with recorded information, directions and general instruction which they might miss due to their poor eye sight or a hearing impairment.

Replica exhibits, explanatory panels, maps, and model ancient city models

Other than the labels’ text, there are many other ways of providing information to the audience. Some objects can be placed with the models of their related sites or ancient cities. Similar interpretation of the objects can be achieved by putting maps and explanatory panels. For visually impaired visitors, replica objects exhibition could be arranged so they can experience the objects by touch. Responses of the interviewees asked for models and explanatory panels in one or other way. Their main requirement was better and interesting information for all. As discussed indirectly, participant of interviews agreed that they can recommend to other people with disabilities if they find that the museum have such kind of facilities or exhibitions that are specially designed for the people with certain hearing or visual impairment.

“(there should be) maps and panels inside the museum with plenty of information and for all the people, from children to researchers.”
(Beatrice, 23, employee)

Museum context: exhibition and events

Guides

As the under-discussion museum has few members in staff, respondents also complained about the lack of attention they received in the museum. This point combines with the text of the labels and information about the collections; when visitors cannot find someone to help or guide them, they feel helpless.
“[…] no one can guide you there or provide you information about the exhibits, so, there is no chance, for me, to visit it.”
(Telemachos, 75, retired farmer)

Education and fun for children

The requirement of guidance was asked for the children too, since they are more curious and more enthusiastic to know about the objects. Guide staff aiding children’s learning was considered necessary in many responses. The interviewees showed great interest to questions concerning educational activities for the children and adults.

“The museum should be repainted in a new colour combination, more attractive than just a classic look. Also, it should adapt new technologies and put some virtual tours on big display screens. It also can have video games for the children!”
(Nikos, 17, student)

“It would be a good idea if there were guides inside the museum so they can teach the children and adults about the history of the museum and the objects.”
(Anna, 39, housewife)

“[…] Educational activities for children and adults for example how different vases were made or painted etc.”
(Sophia, 60, retired teacher)

“Educational programmes for me and my children, and better information about the exhibits and the antiquities of the island.”
(Katerina, 39, undergraduate)

“There should be educational programmes and activity packs for children to play and learn.”
(Fragiska, 31, nursery school teacher)

Educational documentaries for local student, visitors, families

Educational documentaries for the visitors, schools and families can be considered a good attraction for the non-visitors. Most of the visitors find themselves out of context because of a lack of interaction from the museum text and museum staff. Documentaries can provide better interaction and entertainment with the help of new means of technology usage in museums. Non-visitors responses also support this point by mentioning such kind of activities required in the museum. The Museum’s goal as an educator is identified by many respondents and they insist on having such activities frequently.

Family events, Children’s activities, organized tours, and leisure activities for elderly people

Museums, as discussed while exploring previous audience research, are considered a place that provides education, entertainment and cultural awareness to the visitors. The goal of education through entertainment could be achieved by providing activities for the visitors based on their age, educational and social backgrounds. As interviewees discussed on this issue, there could be events especially designed for families and children. Family-focused activities were a high priority of interviewees in other studies (Dodd and Sandell, Hood, Trevelyan, Nottingham research). Organized tours of school and other community groups can be arranged by the museum in order to introduce them to the changes in the museum and feel more connected with the museum environment.

“I would happily visit the museum if there were some days dedicated to families. Special family trips and activities for children would be a good idea.”
(Anna, 39, housewife)

“[...] leisure activities for families and elderly, understandable label texts for all the visitors”
(Christoforos, 28, doctor)

For elderly people, and people with disabilities, there should be more than just visiting the museum. Some elderly people suggested providing ‘pick and drop’ service by the museum. Some leisure activities, as mentioned by interviewees, can be generated in the museum with minimum changes required. These activities include resting places, and the opportunity to meet with other elderly people and share their memories on certain cultural aspects or historical events.

Temporary/short term exhibitions

The static look of the museum is a factor that limits repeat visits by visitors (figs. 6, 9). In order to attract the visitors to the museum again, it is necessary to keep changing the display settings inside the museum. Another change that is also mentioned by interviewees is to rearrange the existing exhibitions, new objects on display and new temporary exhibitions. These exhibitions serve many goals for museum. These exhibitions attract both non-visitors and visitors, and also promote museum messages within certain contexts. These exhibitions also develop people’s understanding about the museum’s new role as place of education and entertainment.   

“The fact is that there is no advertisement to catch my attention. The museum’s exhibits are the same so many years and it is not even renovated for so many years. I think they should borrow different things from other museums to bring the change in exhibitions.”
(Hector, 61, retired sailor)

“I would visit it again if I know that there are new exhibits.”
(Nikos, 37, Librarian)

“It is the same many years”
(Loucia, 40, employee)

“New exhibits and new loans (collections borrowed from other museums)”.
(Vassilis, 43, farmer)

“This museum could easily attract me if there were more contemporary exhibitions about, but not limited to, local history.”
(Christoforos, 28, doctor)

“I would visit it again maybe in the future if there is a new exhibition about my island”
(Antonis, 39, undergraduate)

“I would visit it again because of my job. But I would be more eager if something was changed.”
(Panayiota, 25, Historian of Art)

“I would visit this museum again only with friends. There is no reason to go alone. I know that nothing is changed.”
(Helen, 29, lawyer)

Different types of exhibitions are also considered attractive for the local public. One of the popular ideas is to exhibit objects from the museum collections and display them along with the counter object from recent or modern tradition so the visitor can connect their present with the recent past and their historical identity through learning about the evolution of their very own living tradition. Hood, based on her survey, suggests that museums should create the link between objects collections and their visitors’ lives.

“A nice idea could be the opening of a Folklore Museum inside or next to the Archaeological, so visitors can see the evolution and feel connection to the antiquities.”
(Hector, 61, retired sailor)

“A main reason why not visiting it again is because, as far as I know, the museum is the same all these years. There is nothing new and the information provided is poor and not enough. Also, I don’t feel close to this museum; I don’t feel that it belongs to me.”
(George, 47, undergraduate)

“First of all, I already know about it. Is there any reason to visit it again? Secondly there is no advertisement of museum activities. Finally, there is no connection between the museum environment with the life as it is now and with the Tinos people.”
(Katerina, 39, undergraduate)

  Advertising the museum events and exhibitions

Museums, before marketing theories became popular in museum studies, were considered places only visited by selected groups among the community. Since, as this study has gone through, museum role has been changed over the period of time and it has become unavoidable to overlook the marketing of the museum at local and national level. Advertising is the key of marketing a museum. If a museum is not advertised, it does not exist in people’s mind.
“I don’t hear anything about this museum. It’s like it does not exist!”

Local radio/newspapers/ Television, Leaflets and posters (in cafes, ships, villages)

There are different suggestions or expectations about museum advertisement. Some people expect it through traditional ways like pamphlets, posters or boards, while other people find new means of advertisement like radio and TV more approachable to the people. The interviewees of the Nottingham research gave the same responses, by which we can understand that the people’s thoughts and needs are similar all over the world. 

“After I visited last time, I haven’t heard about it. I think it should be advertised through local channels and newspapers. It would be nice if there was a new exhibition about Tinos citizens. A good advertisement could be posters in local cafe.”
(Panayiota, 25, Historian of Art)

“I rarely hear about it. It should be advertised in local newspapers, magazines. And local authorities should advertise it.”
(Fragiska, 31, nursery school teacher)

“I don’t hear about the Archaeological Museum. Good way of advertising could be in the touristic guides, with posters in ships, and maybe a Museum Friends Society to provide information about the local museums to local people.”
(Hector, 61, retired sailor)

As new media have become part of life, especially with the youth, some responses from the young people point out the need to advertise via the internet or mobile messaging. But this point was not supported by other responses from the local people, as Tinos is not exposed to all advancements in the technology about media and advertisement, especially to elderly people and people living in the villages around.

“I use to hear about this museum only from friends who visit it with school. I think they should put signs on the local buses or they could use SMS advertisements these days.”
(Nikos, 17, student)

“There should be advertisement everywhere, especially in the villages.”
(Joanna, 53, mathematician)

Chapter 5: What needs to be done

The purpose of studies like this is to listen to people (either visitors or non-visitors) and try to find the reasons of their non-involvement in the museum and put the efforts to remove these reasons. As we have found a number of reasons behind the non-visitors attitude of not visiting local museum in Tinos, are very appropriate to highlight those conditions that are first to be addressed in order to involve these non-visitors. In the previous studies, as I mentioned in the literature review, I found some similarities with my case study where these studies discuss about the changes required inside or outside the museum. For example Trevelyan’s report discusses about the opening hours, mobility inside the museum, label’s text language and about the staff’s attitude towards the visitors. On the other hand, I found some of the studies discuss and analyze audience development issue at advance level, and I found them less relevant to my selected audiences’ response. The reason behind this is the situation of the museums in Greece, which are missing some basic facilities. Prince’s study, for example, found cafe, shop or other facilities less attractive to new audience, but in my case, these missing facilities can bring vital change in the non-visitors behaviour. Hence, following recommendations would limit the audience response of my case study and provide a direction to develop local audience for the local museums in Greece in particular and local museums with the similar conditions in other countries, like Egypt. 

Accessibility and mobility inside the museum

Accessibility to the museum and mobility inside the museum have been recognized as a critical reason that hinders the people to visit the museum and this study also found it critical in the case of Tinos Archaeological Museum (figs. 1, 2, 3). Accessibility should be enhanced as part of first changes required in this museum and everybody should be able to access the museum with ease. Families with children and people with disabilities should find it convenient to reach the museum, so they will not be excluded. Ramps should be built along with outside stairs as well as stairs inside the exhibition halls. In this way, all visitors can easily access the museum and its collections, which actually is the main purpose of the museum. 
The museum does not provide even the basic facilities such as toilets, a shop, a cafe etc. Museums should provide these basic facilities to the public since this is the least that can be expected by the visitors. First of all, toilets should be provided in the museum and special toilets should be built for disabled visitors. The visitors can stay longer in the museum and enjoy their visit if they access this basic facility. Mothers and families can also bring their children. Secondly, a small cafe for the visitors to rest and enjoy some refreshments is essential. This can bring non-visitors to the museum since they can stay longer and have something to eat or drink besides the collections. Moreover, a shop for the basic needs of the visitors could be placed inside the museum or with the reception desk. In this shop, people can find guides and maps about the museum, its collections and the history of the island, cards of their favourite exhibits, souvenirs and replicas of the most popular exhibits. As previous studies recommend, there should be places to sit since elderly people and families find it difficult to visit a whole museum in one go. Furthermore, as it was drown from the interviews, a kid’s area with toys for young children and educational activities for older ones is necessary. Visitors and especially mothers and families could visit this museum if this could be done at least few days a week. In this way children can visit the museum and, with the educational activities concerning its collections and the island’s history, can learn many things from their visit, and mothers will have the opportunity to enjoy the museum visit without worrying about their children. A volunteer trained staff member (a nursery teacher from local school) could easily help the museum by providing guidance to the children and help them with the activities. Finally, the museum could provide a space for social events or community meetings. The local people could come in their leisure time and interact with each other. By this, the museum will help local people engaging among themselves, with museum and with their own heritage.
Interviewees complained about the poor text and the scientific language the label texts use and they confess that they feel no connection with the objects because they do not have the opportunity to understand them. They think that the museum is only for well educated people or those who are really interested in these objects. The museum must rewrite the label texts with all the changes required in the light of new label writing practices. It should also be noticed that due to some physical conditions of the labels and exhibition hall, labels could not be read by them properly. Labels should be written in simple language, clear structure and their location should be at a convenient height that offers visitors (especially children and disabled on the wheelchair) best possible view of the labels. All types of labels should be kept as brief as possible. The more words in the text the less is the number of the readers.
Displaying the objects should also be reviewed in the museum, as many interviewees complained. A new arrangement and better organisation of the objects displayed should be at high priority of this museum (figs. 6, 9).
Some visitors confessed that the attitude of the staff was the source of not wanting to revisit the museum. People complained that they did not feel welcomed. As Cameron found, this bad feeling of first visit to museum could affect humans’ psychological behaviour toward visiting a museum for the rest of his life. The museum’s staff must be trained, as analysed and suggested by Sandell, to implement changes required to make visitors feel welcomed. Trained staff can provide information to the visitors, and help by guiding children and disabled/elderly people. Through this, the visitors will feel welcomed and satisfied from their visit.
Audiovisual aid for the impaired people to provide guidance inside the museum could help in the social inclusion of them. It is necessary to provide these aiding facilities since the main purpose of museum is to convey the message that cannot be done without developing proper means of communication. 
Explanatory panels, models of the archaeological sites and cities of the island, and maps inside the museum could make the visitor’s experience interesting and full of amusement. This will make visitors feel engaged and connected with the heritage and children will enjoy it more.
Touchable exhibits or replicas can make the children’s visit a good learning experience as well as an activity they would love to do again. These exhibits can also engage the visually impaired people with the museum. 
Many people consider free entry to the museum as an attraction. They are not willing to pay if they think that facilities and the information inside are not worth paying such amount to visit. Free entry (twice a week) could be recommended in order to introduce new changes in the museum. Also, free passes to the disabled and the elderly could be an advantage. Special family membership and other group membership cards could be provided in order to increase of the number of visitors.  The opening hours of this museum are also a con in the people’s decision to visit it. The museum should remain open some afternoons in the week in order to give the working community a chance to visit. There could be shifts of opening hours in the mornings and evenings.
Signboards on the streets and along the roads, heading to the museum, could also make visitors reach museum with ease. Also, parking outside or close to the museum could increase the visitors.

Changes in museum exhibitions and events

Except for the changes in the museum’s environment, changes should be done also in the museum’s context (i.e. exhibition and events). The researchers recommend additional staff; the staff who can implement the changes with new requirements of the museum role. In my case study, the museum staff is limited to conservators and guards, who are not enough to implement all these changes. More staff is necessary especially a curator who will create new exhibitions and events. Moreover, collaboration with an educational officer (either volunteer or teacher from the local school) is essential to design educational programs and activities for the young visitors and schools. Finally, volunteer staff can provide assistance to guide children, families, elderly/disabled people and all the visitors in general.
Family events are necessary to include families in the museum audience. Families have special needs for mothers and their children. Museum should create activities for family and children in order to engage them in the museum. The museum should arrange local trips from villages to the museum in collaboration with local transport authorities. Further, leisure activities for elderly and general visitors should be introduced. In short, the museum should seek the ways to its engagement with local communities.
All the interviewees who have visited the museum answered that they would not visit it again because they feel that there is no change in the museum. The fact is that the museum has not undergone any change since its foundation in 1960. This impression of ‘no change’ should be changed. The museum should display objects that are not displayed but they are just kept in store. Temporary exhibitions should be planned with the collections loaned from other museums. The exhibition of folk-lore/traditional objects along with the old similar objects from museum collections would be an interesting learning experience for the visitors. They will learn about the evolution of their traditional objects from the past to the present.

Advertising the museum

Advertising the museum is the most important thing in the museum’s marketing plan and in the visitors’ decision of visiting an attraction. The museum should advertise its events, collections and exhibitions and it should provide information to the public about its facilities. There should be a continuous campaign about the offers, discounts and all other activities.
Advertising through the local newspapers, magazines, television and radio could bring new visitors to the museum.  Some other means of advertisement that are specific to the local environment of Tinos include posters in local cafes, in the villages or in the ships passing through the island. Young communities can be reached by new means of advertisement e.g. SMS, internet etc. In order to address financial issues, the museum may find the ways to collaborate with the local authorities for advertising in some local newspapers. Also, at this stage it would be an initiative if the museum’s staff itself could contact the local public and by ‘word of mouth’ advertisement could gain more visitors.

Collaboration with local authorities and companies

Tinos Archaeological Museum should collaborate with the authorities of the island. By this engagement, the museum could receive some funding (at least for the basic facilities) in order to renovate and attract more local visitors. The museum, also, should adapt new marketing theories and contact with the local companies which could offer their promotional free drinks and lunches to the museum’s visitors. These companies can setup their promotional counters in the museum too.