Visiting behaviour regarding attractions
Travelled to an attraction using a car
Bought drinks whilst at an attraction
Visited an attraction where they paid for admission
Bought snacks whilst at an attraction
Turned up to the attraction on the day without booking a ticket
Wizarding World uses holograms to entertain visitors in the queue for Hogwarts Express
MORE IMMERSIVE MUSEUMS According to exclusive Mintel consumer research, a third of 16-24 year olds who visited an attraction in the last year said that they primarily aimed to have fun and pure enjoyment, in preference to achiev- ing any learning or educational goals. The good news is that attractions
traditionally viewed as ‘educational’ can now increasingly appeal to this younger demographic by incorporating elements deemed to be ‘fun’, thanks to industry-ap- plicable advances in technology. For example, the British Museum in
London uses 3D scanning and printing to showcase artefacts that have previously been off-limits for touching. These perfectly replicated objects allow people to get a more hands-on experience. Working in collaboration with Sketchfab, the museum has released 14 pieces of its collection – including models of busts, statues and sarcophagi – for anyone to download and
www.attractionshandbook.com
print using a 3D printer. This new element should appeal particularly to children who are inclined to want to touch and play with items rather than simply be told about something encased inside a glass box. More sensory and immersive experi-
ences can then be taken to the next level through developments in holograms and virtual reality (VR). Entertainment-based museums have started using holograms to good effect. The ABBA museum in Stockholm uses holograms to enable people to ‘sing along with the band’, whereas Universal Orlando’s Wizarding World of Harry Potter uses this technique to entertain visitors while they queue for the Hogwarts Express ride, with Hagrid flying alongside the train on his motor- bike, Buckbeak the Hippogriff swooping gracefully over Black Lake and the Weasley twins on their brooms. And there is no reason why this technology cannot be further applied to museums focused
Bought a meal whilst at an attraction
Visited an attraction which does not charge for admission
Bought a souvenir from the attraction’s gift shop
Booked for a visit to an attraction in advance
Travelled to an attraction using public transport
Paid to stay overnight as part of a visit to an attraction
Downloaded an app to help guide them around/give them information about an attraction
None of these 63% 60% 59% 56% 47% 45% 43% 37% 33% 32% 22% 10% 3%
Based on 1,018 adults visiting specified attractions. Source: Ipsos F2F/Mintel.
Almost half went to an attraction without booking (October 14).
ATTRACTIONS HANDBOOK 2015-2016 107
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