From Capturing a Moment to New Insights: A Methodological Reflection on Reflexive Photo-Elicitation Interviews to Understand Visitor Experiences in Cultural Institutions

Innovative qualitative methods like photo-elicitation interviews are gaining traction for their ability to produce data through negotiation and reflexivity. Reflective Photo-Elicitation Interviews (RPIs) are commonly used in nature and community-based tourism research, but their application in cultural institutions remains limited. This methodology reflection essay examines the applicability, procedures, and challenges of RPIs within the “Capturing Your Moment” scheme. In terms of ethicality, all privacy and photo usage were fully maintained with the participants’ consent and the ethical board’s approval. Based on a critical review and field insights from study participants in a museum, the study outlines five steps of conducting RPIs with participants: (1) obtaining oral consent, (2) orientation, (3) participant photo capturing, (4) interview preparation with written consent, and (5) conducting the reflexive interview. The method offers several advantages, including increased participant engagement, enhanced communication, and complementarity with other approaches. However, challenges include contextual challenge in participant recruitment, difficulty capturing abstract experiences, data consistency issues, limited accessibility, and less applicability to virtual contexts. To improve inclusivity, future researchers could integrate screen readers, voice-activated tools, and collaborative forms of photo-elicitation approaches for disabled participants. For virtual museums, screenshots, recorded interactions, or digital storytelling could serve as alternatives to physical photo capture, enhancing applicability. Despite its challenges, the RPI method remains a valuable tool for qualitative research. Since only around 2.4% of museums are partially virtual, physical museum visits remain crucial, supporting the continued use of the RPI method as an innovative and effective data collection tool for visitor experience studies.