Individualized self-guided tour proposals support learning in a complex science center exhibition

As science museums and science centers increasingly address complex topics like biotechnology and quantum physics, visitors face mounting challenges navigating exhibit-dense environments and making informed choices aligned with their backgrounds. To reduce these challenges, this study introduces individualized tour proposals tailored to visitors’ prior knowledge and interests in a biotechnology exhibition. Comparison of experimental and control visitors’ tracking data (N = 285) demonstrate that these proposals successfully redirect movement patterns, leading experimental group participants to prioritize suggested exhibits over conventional circulation routes. Participants visited fewer exhibits overall but engaged more selectively and intensively, suggesting deeper learning potential through focused attention. Post-visit interviews reveal nuanced responses: participants reported enhanced thematic coherence, reduced cognitive load, and improved exhibit selection, aligning with cognitive load theory applications in informal learning. However, some experienced autonomy restrictions that conflicted with free-choice learning principles. These findings contribute to discussions in museum studies regarding visitor guidance in complex scientific exhibitions. The personalized tour approach demonstrates potential for enhancing learning outcomes while raising important questions about the balance between structured support and visitor autonomy. This research offers evidence for museums developing strategies to support visitor navigation in content-rich exhibitions, though implementation considerations include maintaining visitor agency and accommodating diverse learning preferences.