Measuring and Exploiting the Impact of Exhibition Scheduling on Museum Attendance

Problem definition: Attendance at a museum fluctuates over time and is largely dependent on the exhibitions on display. Schedules can be adjusted to maximize the museum's objectives. Academic/practical relevance: In this paper, we build a model to study and manage the impact of exhibitions on the number of museum visitors. Methodology: We first estimate the model using data collected from two large museums in Barcelona. We then build an optimization framework in which the museum operator can choose the best duration and synchronization of exhibitions. Results: We find that, in addition to seasonality, exhibition type, display location, and life cycle affect attendance significantly. We characterize the optimal schedule: optimal durations increase with exhibition attractiveness and seasonality factors, and multiple exhibitions should be synchronized when there are no penalties from congestion. Managerial implications: Operations research techniques and in particular exhibition scheduling can be a valuable lever for museums to increase their impact on visitors.