Cognitive and Behavioural Reception in Multimodal Museum Translation: An Empirical Investigation Using Eye-Tracking, Questionnaires, and Retrospective Interviews

Museum translation has emerged as an increasingly prominent focus within translation studies, yet empirical research on its impact on visitor experience remains limited. A significant gap exists in understanding the cognitive and behavioural dimensions of visitor engagement, highlighting a pressing need for objective, real-time data on how museum translation is received and perceived by visitors.

This study adopts a two-phase design to address the identified research gaps: an exploratory pilot study followed by a formal investigation. The pilot revealed unexpected visual fixation patterns, leading to a refinement of research priorities. The formal study examines two key areas: (1) viewers’ initial points of focus in multimodal museum texts, and (2) the impact of audio input on comprehension and engagement.

Using eye-tracking, questionnaires, and interviews, six key findings emerged. These findings offer valuable insights for the design of digital museum exhibits, highlighting the importance of cognitively informed translation strategies to optimise visitor engagement and comprehension.