Inclusive customer journey in museums: Enhancing the museum visitor experience for Generation Z individuals with specific learning disorders

Abstract

Despite their significance as institutions of cultural preservation and education, many museums remain inaccessible to individuals with specific learning disorders (SpLDs), particularly Gen Z, who may face challenges in processing visual cues. This study explores the barriers that Gen Z individuals with SpLDs encounter in art museums. Through semi-structured interviews and eye-tracking studies, the research identifies key pain points. The article outlines barriers in museums, highlighting Gen Z's perceptions and experiences. It features a case study of visitor journeys during an exhibition at Gočár Gallery in Pardubice, Czechia, offering recommendations for fostering a more inclusive and enriching museum experience.