Overall Experience Rating – Measuring Visitor Response in Museums

The authors present research comparing different measures of experience quality. Using data from visitor studies at the Denver Zoo, they claim that a question that asks visitors to rate their overall experience, when used together with fully grounded five‐point ordinal response scales with a category beyond Excellent, provide better results than a number of other, commonly‐used scales, including Net Promoter Score. With data from the Arthur M. Sackler Gallery, they demonstrate how this measure can be used to compare and evaluate visitor responses across exhibitions.