“Interesting!” – Your Visit to the Norwegian Petroleum Museum

Abstract

Norway – known for its natural resources of Petroleum, is on the rise to become a popular cultural destination. This research study aims to support museums in providing useful insights into what sparks, and in particular, what develops public and visitors´ personal [cognitive] interest in topics presented at museums or sites. Subjects – such as [offshore] petroleum, are presented at the Norwegian Petroleum Museum. The central question is whether, and how visitors´ level of personal interest can be identified and the interest level significantly increases after museum visitation. Museum visitation is on the rise in Norway, however from a global perspective, faced with visitor declines. Grounded on items developed in theoretical works, n=145 self-administered questionnaires measured local and international visitors interest level on the central subject [offshore] Petroleum – oil and gas as presented at the museum. In addition, qualitative notions have been explored. Empirical results have shown museums building around a specific topic of interest as the Norwegian Petroleum Museum – mainly attract visitors with prior established interest and prior knowledge in the subject presented. Interest development – denotes an increase in visitors´ interest level, as appeared significant. Results findings suggest the usefulness in further exploring levels of interest as proposed in previous research. A cognitive approach has seemed valid, as the majority of open-ended responses were cognitive in nature, as similar to preferred exhibitions. Museum presentation methods of subjects presented call for a combination of stimulating multiple senses [text, sound] by novel technological means. Future multidimensional measures can add to current prior- and after measures, by time and frequency analysis and observations during visitation. Dynamism helps predict interest and performance over time.