Cognitive Insights into Museum Engagement: A Mobile Eye-Tracking Study on Visual Attention Distribution and Learning Experience

Recent advancements in Mobile Eye-Tracking (MET) technology have enabled the detailed examination of visitors’ embodied visual behaviors as they navigate exhibition spaces. This study employs MET to investigate visual attention patterns in an archeological museum, with a particular focus on identifying “hotspots” of attention. Through a multi-phase research design, we explore the relationship between visitor gaze behavior and museum learning experiences in a real-world setting. Using three key eye movement metrics—Time to First Fixation (TFF), Average Fixation Duration (AFD), and Total Fixation Duration (TFD), we analyze the distribution of visual attention across predefined Areas of Interest (AOIs). Time to First Fixation varied substantially by element, occurring most rapidly for artifacts and most slowly for labels, while video screens showed the shortest mean latency but greatest inter-individual variability, reflecting sequential exploration and heterogeneous strategies toward dynamic versus static media. Total Fixation Duration was highest for video screens and picture panels, intermediate yet variable for artifacts and text panels, and lowest for labels, indicating that dynamic and pictorial content most effectively sustain attention. Finally, Average Fixation Duration peaked on artifacts and labels, suggesting in-depth processing of descriptive elements, and it was shortest on video screens, consistent with rapid, distributed fixations in response to dynamic media. The results provide novel insights into the spatial and contextual factors that influence visitor engagement and knowledge acquisition in museum environments. Based on these findings, we discuss strategic implications for museum research and propose practical recommendations for optimizing exhibition design to enhance visitor experience and learning outcomes.