Museums are evolving from "ivory towers" into participatory centers, with the Van Gogh Museum leading a data-driven transformation. A multi-year collaboration with academics from MIT, Georgia Tech, and IESE Business School analyzed 25,000 visits from 1.5 million between 2019-2021, using digital guide interactions to understand visitor movement.

Researchers Ali Aouad, Abhishek Deshmane, and Victor Martínez de Albéniz developed the pathway MNL model, revealing that multimedia guide users largely follow recommended artworks in sequence. Visitors seek variety in time period and size but consistency in theme, prioritize masterpieces under time pressure, and surprisingly engage more when galleries are moderately crowded.

Simulations showed relocating popular works from "leaky spots" like stairwells could increase artworks viewed and visit duration without compromising curatorial goals. The model achieved 63 percent accuracy predicting transitions, 81 percent for piece reach, and 96 percent for departure rates. Follow-up studies (2022-2024) test digital nudges to combat fatigue, suggesting data-informed layouts can enrich cultural value across sectors.