Evaluating Visitor Engagement Through Instagram: A Case Study of the One with Eternity: Yayoi Kusama in the Hirshhorn Collection
Museums invite visitors to actively engage in exhibitions. However, it is not easy to understand how visitors experience exhibitions, because people’s motivations and goals to visit museums vary significantly and, therefore, there are no standards to understand their experiences. This research proposes that social media postings can provide implications for visitor engagement. Images posted on Instagram at an exhibition, One with Eternity: Yayoi Kusama in the Hirshhorn, are examined as a case study to explore the use of social media for visitor engagement.