IADIS

INTERNATIONAL
CONFERENCE

Mobile
Learning

26 to 28 February
Barcelona, SPAIN

2009

Proceedings
Edited by:
Inmaculada Arnedillo Snchez
Pedro Isaas

international association for development of the information society

PROCEEDINGS OF THE
IADIS INTERNATIONAL CONFERENCE

MOBILE LEARNING 2009

BARCELONA, SPAIN
FEBRUARY 26-28, 2009

Organised by
IADIS
International Association for Development of the Information Society

iii

Copyright 2009
IADIS Press
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Permission for use must always be obtained from IADIS Press. Please contact secretariat@iadis.org

Edited by Inmaculada Arnedillo Snchez and Pedro Isaas

Associate Editors: Lus Rodrigues and Patrcia Barbosa

ISBN: 978-972-8924-77-5

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IADIS International Conference Mobile Learning 2009

VIRTUAL GUIDE: EVALUATION OF A MOBILE

MUSEUM VISIT
Natasa Michailidou and Dr. Despoina Tsiafaki
Cultural and Educational Technology Institute (CETI)/ Research Centre Athena
58 Tsimiski str., 67100 Xanthi, Greece

ABSTRACT
The Virtual Guide project developed an advanced Guide system for Museums and Exhibitions using low-cost
technologies. The goal of the Virtual Guide project was to offer a rich and interesting visiting experience and to
improve the attractiveness and accessibility of Museums and their exhibits.
Operation Scenario: The visitor enters a Museum and picks up a portable electronic device (PDA) in the reception. He
registers his profile and selects one of the available tours. The Virtual Guide system provides automated location
awareness and rich multimedia and interactive content.
The focus of the present paper is the Evaluation procedure that ran through the Virtual Guide project and was divided
into Front-end, Formative and Summative. This procedure aimed to include in the design and implementation of the
project the demands and needs of the potential users from a PDA-based guide for Museums.
KEYWORDS
Museum, Technology, PDA, Virtual Guide, Evaluation.

1. INTRODUCTION
Information and Communications Technology (ICT), with its various experimentations and applications in
the context of the modern Museum world, has changed the scenery in these cultural settings in various
sectors (Owen, et al., 2004; Rowland & Rojas, 2006; Bentley, 2007). Regarding visitors and the interpretive
tools offered to them, ICT can contribute significantly and can cover the different interests or preferred ways
of learning of a multivariate public.
Within this context the Museum society nowadays becomes more and more interested in the possibilities
of handheld computers or PDAs (Personal Digital Assistants) (CHIN, 2003; Proctor & Tellis, 2003; Tellis,
2004; Raptis, et al., 2005; Proctor, 2005; Pes, et al., 2006). These devices can trace, mainly through wireless
networks, the location of the user and provide multimedia information relevant to the object of interest.
Handheld computers have been introduced in various Museums since the 1990s and have generated
debates about their actual and potential role in the interpretive, social and overall Museum experience.
Reasons for the experimentation with this technology were the provision of alternative interpretive tools for
the visitors, the integration of new technologies in the galleries, the support of people with disabilities, the
attraction of greater visitor numbers, especially of young age etc.
The current paper presents the design, implementation and results of the Evaluation that took place during
the Virtual Guide project. This research was based in relevant international theory and practice (Crawford,
2005; Damala & Kockelcorn, 2006; Taylor, 2007). The Evaluation was divided into three parts, Front-end,
Formative and Summative, and its importance lies in the Museological point of view, from which it was
conducted, as well as in the rareness of relevant publications regarding the Museum world in Greece.

2. VIRTUAL GUIDE
The Virtual Guide developed an advanced Guide system for Museums and Exhibitions using low-cost
technologies (CETI, 2007). The project aimed a) to provide a rich contextualized, multimedia and interactive

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experience to the visitor, b) to improve access to the collections and exhibitions, c) to reinforce the visitor's
cultural experience as a whole, d) to help the Museum world provide multiple entry points to a wide and
differentiated public, e) to bring the Cultural Heritage closer to the public and e) to enhance the cultural
impact of the Exhibitions.
A suggestive Operation Scenario can be the following: The visitor enters a Museum and picks up a
portable electronic device (PDA) in the reception. He registers his profile (age, knowledge or interest level
etc.) and selects one of the available tours (according to theme, duration etc.). The Virtual Guide system
provides automated location awareness (through RFID tags and readers) and rich multimedia and interactive
content, which is essentially context adaptive (Figure 1).
The basic functionality of the Virtual Guide system is simple. A Museum is equipped with a wireless
network, a central content management system and a navigation aid application, which has access to
information stored in a database. The Virtual Guide has an automated location awareness that recognizes
the users location in the area.
The structure of the system relies on several web-based subsystems: 1) Collection Management system
(essentially the Museums database), 2) Content and PDAs Management system (for the correspondence of
multimedia material to exhibits in another database, the creation of tour scenarios, the administration of the
multimedia database and the management of the actual visits with the PDAs), 3) PDA Applications (for the
correspondence of the RFID tags to exhibits and the initialization of the PDA tour) and 4) Additional
applications (e-shop, log data management, educational applications, print or email of exhibit information).
The Museological study of the program included a literature review as a secondary research, a Front-end
evaluation as a primary one (Tsiafaki & Michailidou, 2007), the collaboration with the technology team in
order for the system to serve best the Museums and the public (Tsiafaki, et al., 2007; Tsiafaki & Michailidou,
2008a; Tsiafaki & Skoulariki, 2008; Michailidou & Tsiafaki, 2008), a Formative evaluation, the content edit,
the creation of a Demo scenario and a Summative evaluation (Tsiafaki & Michailidou, 2008b; Tsiafaki &
Michailidou, 2008c).

Figure 1. The basic architecture of the Virtual Guide system

The Virtual Guide system was installed and pilot-tested in the Ecclesiastical Museum of
Alexandroupolis in North-Eastern Greece. Primary goal for the system, though, was to be applicable with
minor adjustments or not, to any Museum or Gallery. The system manager of any Museum has the possibility
to adjust the tours, texts, the multimedia content and the various system components to the demands of every
exhibition, target group, desired outcome etc.

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3. EVALUATION IN THE VIRTUAL GUIDE

Evaluation in the context of Museology aims in general at a systematic investigation and assessment of
Museum exhibitions, programmes, services etc. (Diamond, 1999; Korn & Borun, 2003; Dawson, et al., 2004;
Galloway & Stanley, 2004). In the context of the Virtual Guide project and throughout its whole duration,
Evaluation was considered an essential part of it. It integrated Usability Heuristics (Nielsen, 1994), but it was
primarily concentrated on the Evaluation of the guided tour from a Museological and not only a
Technological point of view. The procedure was conducted in three stages with the use of various tools and
with different goals for each stage (Table 1).
Table 1. The stages and the tools used in the Evaluation of the Virtual Guide project
Evaluation
a. Front-end

When
11/2006-5/2007

b. Formative

3/2008

c. Summative

5-6/2008

How
Questionnaire: 69%
Interview: 31%
Interview: 33%
Observation: 67%
Interview: 60%
Observation: 40%

Who
Museums: 18
Public (visitors and non-visitors): 82
Ecclesiastical Museum: 1
CETI: 2
Public (visitors): 3
CETI: 2

a. The first stage, the Front-end Evaluation, aimed to finger the demands of the future users of the Virtual
Guide project,
b. the second, the Formative Evaluation, aimed to analyze the effectiveness of the Content Management
system, the main subsystem for the creation of the multimedia database and the PDA tours and
c. the third stage, the Summative Evaluation, aimed to evaluate the guided tour with the PDA itself.
On the whole, this Evaluation procedure intended to include in the design and implementation of the
project the demands and needs of the potential users from a PDA-based guide for Museums. The term user
comprised both Museums and their visitors (end-users), but these two target groups were studied separately.

3.1 Front-end Evaluation

3.1.1 Methodology
The Front-end Evaluation was designed and implemented in the early stages of the Virtual Guide project
and it resulted in the definition of the User Requirements (Tsiafaki & Michailidou, 2008a).
The Questionnaires used in the Evaluation were chosen as a mean that can investigate different issues in a
certain time and can be sent via post to many recipients. In order to avoid, as possible, the methods restraints
(misapprehension of the questions, inaccurate answers, etc.), we included both open-ended and closed
questions for each issue examined.
The Questionnaires were sent to the participants or served as a base for Interviews. The Interviews were
conducted selectively with Museum representatives and groups of Teachers and Pupils (focus groups
discussions). Interviews can be a very time-consuming procedure, but their results are extensive and often
unexpected (Table 2).
Table 2.The participants in the Front-end Evaluation
MUSEUMS
Number
Questionnaire
Interview
Total
Private
State
Municipal

18
55%
45%
100%
44%
39%
0%

PUBLIC
(visitors and non visitors)
Number
Questionnaire
Interview
Total
Visitors
Non visitors
Total

82
83%
17%
100%
58%
42%
100%

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Others
Total
Thematic
Archaeological
Folk-ethnological
Art
Ecclesiastical
Historic
Byzantine
Science-technology
Total

17%
100%
32%
17%
11%
11%
11%
6%
6%
6%
100%

Adult visitors
Adult non visitors
Adult visitors with children
Non Greek adult visitors
Disabled people-non visitors
Teachers-visitors
Teachers-non visitors
Pupils-visitors
Pupils-non visitors
Total

22%
22%
11%
10%
9%
9%
5%
6%
6%
100%

On the one hand, we were interested in extracting numbers, percentages from the Museums but also their
problems and future directions regarding the following issues and the possible connection of the latter to a
PDA-based guide. The issues were 1) Visitor numbers, 2) Collections, 3) Exhibitions, 4) Services, 5)
Relation to New Technologies and 6) Human Resources. The Museums asked to participate were varied in
terms of theme, size and legal status, while the response rate was 62%.
On the other hand, regarding the public, we contacted more than 80 people, visitors and non visitors of
the Ecclesiastical Museum. We investigated 1) their needs in terms of interpretation in Museums and 2) their
expectations from a PDA-based Museum guide. We used Questionnaires, but also brainstorming in the
Interviews with Teachers and Pupils.
The data from the Front-end Evaluation were related to the activities of the Museums in 2005 and they
were analyzed with the computer programs Microsoft Excel 2003 and SPSS 11. The present announcement
includes only the most important conclusions.

3.1.2 Results: Museums

The data gathered from the Museums led us to the following conclusions, taken into account in the design of
the Virtual Guide: 1) The Museums with many visitors from the Formal Education have welcomed the idea
of a Virtual Guide more than the rest of the Museums (Visitor numbers); 2) 66% of the participants stated
that they hold 1.000-10.000 objects in storage, a large number which could be easily accessed through the
Virtual Guide (Collections); 3) The temporary Exhibitions, present in almost half of the Museums, revealed
the need for an application adjustable in various spaces and themes (Exhibitions); 4) The provision for nonGreek speaking and disable people is considered a priority for todays Museums (Services); 5) ICT as an
interpretation tool is considered an asset by the majority of the Museums, while PDAs more specifically are
more welcomed by the institutions that dont use ICT in exhibitions than by those who do (New
Technologies); and 6) as for Human Resources 56% of the participating Museums stated that they do employ
at least one ICT expert.

3.1.3 Results: Public

The data gathered from the public led us to the following conclusions, taken into account in the design of the
Virtual Guide: First of all, the evaluation of the existing interpretative tools in the Ecclesiastical Museum
showed that the system to be created needed to include specifically the dynamism of the traditional guided
tours and to overcome their lacks, such as the limitations of oral communication. Moreover, the enthusiasm
of the Adult visitors who were accompanying children regarding a PDA-based guided showed the need to
cater for this group, rather neglected in the Greek Museums.
Interesting evidence coming from the Adult visitors, the Teachers and the Pupils underlined the
importance of videos, firstly, and audio, secondly, as content for the PDA, whereas the non-Greek speaking
visitors requested more text in a handheld guide. More specifically the data from the School community
pointed out the need for edutainment and the connection of the PDAs content to the relevant Curriculum,
while disabled people stated the important advantages of using a PDA-based Museum guide from their point
of view.

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3.2 Formative Evaluation

3.2.1 Methodology
Later on during the Virtual Guide project (Table 1) there was the need to see how effective and easy was to
use two basic elements of the system: 1) the Content Management System (CMS) and 2) the PDA
Applications. The PDA Applications were used for the correspondence of the RFID tags to exhibits
(Figure 2a) and the actual PDA tour for the visitor (Figure 3). The CMS, a web based application, allowed
the Museum to insert and edit material for the basic structure units: Exhibits, Interconnections (of exhibits),
Tour scenarios, Dictionary and Educational activities (Figure 2b).
In this type of Evaluation the case-study Museum participated with the help of a Questionnaire-based
Interview, the feedback to which served as a basis for changes and corrections. The Questionnaire tested the
completion of several basic tasks of the CMS and included open-ended and closed questions. Apart from the
remarks of the Museum, the Cultural Heritage Department of CETI also got familiarized with the two
subsystems and made relevant recommendations. Actual users did not participate in this stage due to lack of
time and sufficient resources.

Figure 2. a) The PDA Application for the placement of the tag in the Museum space, b) The content fields for an exhibit
and its preview in the CMS

3.2.2 Results: Ecclesiastical Museum

The most important remarks of the Museum regarding the CMS were the following: The connection of
multimedia material to an Exhibit, the Interconnection of relevant exhibits as well as the insertion of terms in
the Dictionary did not have serious problems and were rather satisfactory. Moreover, the preview of the
exhibits page in the desktop computer worked well and was considered a very important feature of the
system. The page in the system for the creation and edit of the Tour scenarios was thought to be a bit
complicated and the use of the help page was mandatory (this remark led to the creation of printed
instructions of the whole system). Last, the Educational activity or tour, included in the system, was not very
well received and was considered rather difficult to understand, use and edit.

3.2.3 Results: CETI

Apart from the Museum, the Department of Cultural Heritage of the CETI, which was responsible for the
Museological part of the project, also made several recommendations.
As for the PDA Application, it was very easy to use and had no problems. Through this application an
exhibit or even a space in the Museum (i.e. the introductory hall) can be connected to one or more RFID tags,
which will trigger the dispatch of multimedia information related to that exhibit or space during the actual
PDA tour.

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The recommendations regarding the CMS referred mostly to issues like the simplification of the Menu
and the use of Greek terms in the system, where possible, the provision for future changes in the graphic
design of the systems interface to adjust to other Museums and the need for printed instructions.

3.3 Summative Evaluation

3.3.1 Methodology
The Summative Evaluation used the combination of the following tools: 1) Questionnaires, to which PDA
users could answer on their own or in the context of Focus group discussions and 2) Observation of PDA
users to record the way the device was used and their reactions.
1) The Questionnaires included, except for demographics, open-ended and closed questions regarding the
use of the PDA (interface, interaction, RFID technology etc.) and the overall visit experience (demo tour
scenario, multimedia content etc.). This Questionnaire served as the base for a Focus group discussion with 3
participants in order to acquire more detailed answers. 2) The Observation of the PDA users was related to
the way they were touring the Museum with the handheld device, their interaction with the exhibits and
potentially other people in the Museum.

3.3.2 Results: Public

The participants in the Focus group discussion were 3 young women, 18-30 years old, two of which had
visited the Ecclesiastical Museum before. The participants had MSc in Cultural Informatics, in Conservation
and MA in Archaeology correspondingly, whereas two of them had used a PDA before, rarely or often, once
even as a Museum guide. In general, the participants do not represent the majority or the average Museum
visitor, but they were chosen in order to make more detailed and useful remarks.

Figure 3. Screens of the PDA tour: a) explanation of the basic application buttons, b) main screen of an exhibit and c) the
map of a room.

On the one hand, the PDA users liked or understood rather easily: the use of the RFID reader in the PDA
and the relevant tags in the exhibits; the texts in the PDA that were interesting to them, that were not
repeating the information already available in wall texts and were redirecting them to the displays (Figure
3b); the exhibits that had video-based information. The participants specifically underlined the potentials of
this type of PDA tour in the Museum. They acknowledged that this mobile technology offers a very powerful
tool for modern Museums. The various collections and exhibitions can come to life and approach the public
in an educational and fun way (edutainment).
On the other hand, the PDA users disliked or had troubles with: the Museum ground plans used in the
PDA to orientate and guide the users (Figure 3c); the lack of a help button throughout the entire guided tour
and the lack of any sound or music; the long texts that were attracting their attention from the actual exhibits;

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the buttons in the screen which, they thought, were taking up too much space from the screen (Figure 3a); the
available tours that were not thematic, but they were constructed based on the expressed interest and
knowledge of the visitor regarding the ecclesiastic art and the orthodox religion.

3.3.3 Results: CETI

Apart from the remarks of the three participants, the Evaluator made the following observations. The need for
instructing the visitors how to use the device a) in the Museum reception, with printed material or orally, or
b) in the context of Help, is vital for the better use of the PDA. Moreover, there is the need to experiment
with alternative maps for the orientation of the public and with alternative application buttons.
As for the visit experience itself, it has to be underlined that, despite any set tour, each visitor will tour the
Museum according to his or her own pace, needs and desires. Thus, it is advisable that the PDA leaves some
space for free tours and visitor initiative. Nevertheless, videos are a good element to exist in all available
tours, as they were much appreciated in both front-end and summative evaluation.

4. CONCLUSIONS
The introduction of handheld guides in Museums presupposes the consideration of multiple issues, with the
intention of ensuring that this technology will not be an end in itself but will act as an auxiliary mean for the
improvement of the Museum experience. The Virtual Guide project, being museo-centric, with its
technological part to play a supportive role to the museological needs and demands, aimed to be flexible and
user-friendly.
The Evaluation, which as a procedure, ran through the Virtual Guide project had very important results
that contributed to correcting mistakes and pointing out issues in every step of the way. By collecting,
treating and publishing these results we contribute to the literature an integrated, methodic and interesting
example of Evaluation of ICT in the Greek Museum sector. This paper presented the basic aims, structure
and results of the Evaluation that took place.
Moreover, 1) the continuous use of the PDA in the Ecclesiastical Museum, 2) the creation and elaboration
of more thematic PDA tours with rich content in the same Museum and 3) the Evaluation of these tours by
the visitors can all conduce to the broader satisfaction of the needs of the users, both the Museum and the
end-users. Future publications will present how the Virtual Guide can adjust in other Museum settings.

ACKNOWLEDGEMENT
We wish to acknowledge the valuable help of the Virtual Guide partners (PRISMA Electronics, INA and
the Ecclesiastical Museum of Alexandroupolis) the Museums and the public which have participated in the
Evaluation of the Virtual Guide project.
The Project "Virtual Guide: Intelligent Multimedia Museum Navigation with Wireless Technology" was
carried out under the framework of the Regional Development Programme of East Macedonia - Thrace and
was co-financed by the European Regional Development Fund and the Region of East Macedonia - Thrace
with final beneficiary the Greek Secretariat for Research and Technology.

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