MARY ROSE VAQAS AUDIT 1502622
MARY ROSE VAQAS AUDIT
Table of Contents
Quality of Interpretation.............................................................. 10
Introduction .............................................................................................. 2
Appearance, Attitude and Knowledge of Staff .............................. 11
Situational Analysis .................................................................................. 4
Cleanliness .................................................................................... 11
Industry Background - PEST Analysis ...........................................4
Toilets....................................................................................................... 12
Awards............................................................................................ 5
Layout and Design ....................................................................... 12
Customer Strategy .......................................................................... 5
Fixtures and Fittings .................................................................... 12
Visitors ........................................................................................... 5
Maintenance and Cleanliness ...................................................... 12
Pre-Arrival ................................................................................................. 5
Catering ................................................................................................... 13
Telephone Enquiries ...................................................................... 5
Layout and Design ....................................................................... 13
Leaflet, Brochure and Website Content, Accuracy and Clarity...... 5
Range, Presentation and Quality of Food .................................... 13
Webqual .........................................................................................6
Appearance, Attitude and Efficiency of Staff ............................... 13
Arrival ......................................................................................................... 7
Maintenance and Cleanliness ...................................................... 13
Initial Signage ................................................................................ 7
Retailing................................................................................................... 14
Appearance of Initial Grounds and Buildings ............................... 7
Layout and Design ....................................................................... 14
Layout and Maintenance of Entrance ............................................ 7
Range and Presentation of Merchandise ..................................... 14
Welcome, Efficiency and Appearance of Staff ............................... 7
Appearance, Attitude and Efficiency of Staff ............................... 14
Cleanliness .................................................................................... 8
Maintenance and Cleanliness ...................................................... 14
Attraction ................................................................................................... 8
Suggested Improvements ...................................................................... 15
Layout............................................................................................ 8
Conclusion ............................................................................................... 16
Range and Quality of General Signage.......................................... 8
References ............................................................................................... 16
Range of Content ........................................................................... 8 Appearance of Grounds and Buildings ..........................................9 Quality of Presentation ..................................................................9
1
MARY ROSE VAQAS AUDIT
Introduction
Trip Advisor has awarded the museum the certificate of excellence and
The following report assesses the Mary Rose Museum based in
it is rated as number one of ‘things to do’ in Portsmouth. Out of 3221
Portsmouth through the VAQAS scheme. The visitor attraction quality
reviews, 2568 have rated their experience as ‘excellent’ (Trip Advisor,
scheme was launched in 2001 by Visit Britain (Falmouth, 2017). It was
2017). Figure 1 presents a word cloud of the 50 most recent reviews.
created not to grade attractions but to provide tools that can enhance
Museum is the most frequently used word but the second most frequent
quality within the sector (Visit Wales, 2008).
word, repeated 6 times, is ‘Amazing’. In these 50 reviews, not one had a
The Mary Rose Museum is a unique museum in the fact it features a 500-year-old ship which was once lost to the ocean. She was recovered in 1982 and as of 2017, around 19,000 artefacts have been found and also assorted remains – including those of a dog (Mary Rose Museum, 2017, A). The museum is located in Portsmouth Historic Dockyard, home to other significant attractions like HMS Victory and the Royal Navy Submarine Museum (Portsmouth Historic Dockyard, 2017, A). Owned
negative word in its title. Recent visitors have clearly had excellent experiences at the museum and this is reflected in the findings from the VAQAS audit. Overall the Mary Rose Museum scored 89%, as seen in figure 2. The Mary Rose Museum was chosen to be audited as the museum has recently undergone a £5.4m revamp (BBC, 2016) and was one of the three finalists for Visit England’s large visitor attraction of the year (Visit England, 2017).
by the Mary Rose Trust, the Mary Rose Museum is a not for profit organisation. The trusts mission statement is: “To sustain the Mary Rose and her collection as a leading museum, and consistently provide a world class visitor experience” (Mary Rose Museum, 2017, B). A number of awards have been collected by the museum including the Museums Heritage award winner of 2014 (Portsmouth Historic Dockyard, 2017, B). These awards indicate an attraction that should score highly in the VAQAS analysis.
Figure 1: Trip Advisor reviews (Trip Advisor, 2017)
2
MARY ROSE VAQAS AUDIT
PRE ARRIVAL/ARRIVAL
Score
Weight
Total
Max.
1.1 Telephone Enquiries
4.75
X1
4.75
5
4.1 Layout
1.2 Leaflet and Brochure
4.8
X1
4.8
5
4.2 Fixtures and Fittings
5
X1
5
5
4.3 Maintenance and Cleanliness
4.9286
X1
4.92857
5
5
X1
5
5
SUB TOTAL
24.4786
25
CATERING
1.3 Website 2.1 Initial Signage 2.2 Appearance of initial grounds and buildings SUB TOTAL
98%
TOILETS
Score
Weight
Total
Max.
4.8
X1
4.8
5
4.66667
X1
4.666667
5
4.2
x3
12.6
15
22
25
X1
4.8
5
x2
3.777778
5
4.8
x3
14.4
15
5
X2
10
10
32.97778
35
88 %
4
X1
4
5
5.1 Layout
2.5 Welcome, Efficiency and Appearance of Staff
4.2857
x3
12.8571
15
5.2 Range, Presentation and Quality of Food 3.77778
2.6 Visitor Information (on arrival)
4.6667
x1
4.66667
5
5.3 Staff
4
x2
8
10
5.4 Maintenance and Cleanliness
30
35
2.4 Layout and Maintenance of the Pedestrian Entrance
2.7 Cleanliness SUB TOTAL
84 %
ATTRACTION
4.8
SUB TOTAL
94 %
RETAILING 5
X2
9.5
10
4.57143
X1
4.571429
5
3.2 Range and quality of general signage
4
X2
8.25
10
6.2 Range and Presentation of Merchandise
4.6
X2
9.2
10
3.3 Appearance of grounds and buildings
5
X4
18.5
20
6.3 Staff
4.6
X3
13.8
15
3.4 Range of content
5
X4
19
20
6.3 Maintenance and Cleanliness
5
X2
10
10
3.5 Quality of Presentation
5
X5
22.5
25
37.57143
40
3.6 Quality of Interpretation
4
X3
11.6129
15
3.7 Appearance, Attitude and Knowledge of Staff
4
X5
20
25
3.8 Other areas
5
X2
9.33333
10
3.9 Cleanliness
5
X3
13.5
15
132
150
3.1 Layout
SUB TOTAL
Figure 2 – VAQAS Final Score Sheet
88 %
6.1 Layout
SUB TOTAL
94 %
MAXIMUM POSSIBLE SCORE
310
ACTUAL SCORE
279
%
90
3
MARY ROSE VAQAS AUDIT
Situational Analysis Industry Background - PEST Analysis
4
MARY ROSE VAQAS AUDIT
Awards
Pre-Arrival
The Mary Rose Museum has most recently achieved being one of three
98%
finalists for Visit England’s large visitor attraction of the year (Visit England, 2017). In 2015, the Mary Rose was the only UK museum to receive ‘Special Commendation’ from the European Museum of the Year Awards 2015 (Mary Rose Museum, 2015). Perhaps the most impressive is this year’s nomination as ‘Europe’s Leading Tourist Attraction’ in prestigious ‘World Travel Awards’ (World Travel Awards, 2017).
Customer Strategy In 2015 the Mary Rose Museum became one of the first museums in England to achieve the status of industry gold standard in customer service. This is through investing in World Host Training (The Mary Rose Trust, 2015). The organisation also take great care of their volunteers as they seem to understand that “when employees identify with the values of an organisation…customers seem to be more satisfied with the service provided” (Grönroos, 2010, p.414).
Visitors
Figure 3 – Pre-Arrival VAQAS Score
Telephone Enquiries Calls were answered with the attraction name. The receptionist was able to give information on pricing. Parking options were given but the receptionist was unsure on the closest one.
Leaflet, Brochure and Website Content, Accuracy and
The Mary Rose Museum receives around 400,000 visitors a year.
Clarity
Events have also become very popular with 150 events being held at the
The leaflet is professionally produced, clear and easy to use. Contact
museum in the year of 2014. Community partnerships have been made
details are supplied alongside directions and a map. It is not that easy
with national charities to encourage group visits for those that do not
to read for those with impaired vision.
always feel comfortable in a museum (The Mary Rose Trust, 2015).
5
MARY ROSE VAQAS AUDIT
Webqual Webqual is a continuously developing instrument that assesses organisations e-commerce through user’s perceptions (Tarigan, 2008). “The method turns qualitative customer assessments into quantitative metrics that are useful for management decision-making” (Barnes and Vidgen, 2002). Figure 5 and 6 demonstrate the results of the Webqual analysis applied to the Mary Rose Museum. The website scores highly in most areas as it is easy to navigate with clear and relevant information. Contact
Figure 5 – Webqual Analysis 1
information and various photographs of the museum are displayed. Group and special interest information is provided under clear headings. There is a link to google maps displaying the location of the museum however the museum could develop a map to show drop off points. Despit the quality of the overall web experience the visual apects and innovativeness of the website score moderately low. As shown in figure 4, the colours are dull and, although trying to portray the experience, the fun is lost which could deter younger visitors.
Figure 4 – Mary Rose Museum Website (Mary Rose Museum, 2017, C)
Figure 6 – Webqual Analysis 2
6
MARY ROSE VAQAS AUDIT
Arrival
84%
Figure 8 – Pricing Board
Appearance of Initial Grounds and Buildings Grounds are well maintained with no litter and paths are suitably surfaced and assessable. The route to entrance is clear and we were also directed from ticket office. Work areas are screened. There is a pleasant mix of old and new buildings.
Layout and Maintenance of Entrance Figure 7 – Arrival VAQAS Score
The counter is not at a suitable height for wheelchair users. Seating is not provided but the café is based in the same area. Visitor flow is
Initial Signage
managed through one way system using tickets to enter through electric
The initial signage is well maintained and shows directions for every
barriers. The entrance was clean and tidy.
museum. It shows where you are and is legible for all visitors. The signage also keeps to the naval theme. It is a 5-minute walk to museum
Welcome, Efficiency and Appearance of Staff
from ticket office. General uniform design is shirt, tie and trousers.
All the staff are smart and there was always someone at the desk. Staff
There are massive signs for pricing showing concessions as seen in
were very familiar with attraction.
figure 8.
7
MARY ROSE VAQAS AUDIT
Cleanliness
chairs are placed in each section but in the first section there was only
The entrance was clean and tidy. A litter sweep was not seen but there
one chair available (figure 10). Wheelchair friendly routes were
was no litter found.
highlighted.
88%
Attraction
Figure 10 – Folding Chairs
Range and Quality of General Signage All signs fitted follow the theme, they are clear and well managed. The sequential flow signs are marked on the floor and also the walls so they can be seen from seated position (figure 11). Toilet’s had signs to aid understanding (figure 12) but there was no meeting point clearly Figure 9 – Attraction VAQAS Score
Layout Toilet facilities are conveniently located throughout and the café is placed by entrance/ exit. A large group entered at same time but visitor flow was managed as it is all one way and opened up into larger section. Seating areas are provided by a few of the viewing points and fold up
provided. Foreign languages were not used for directions or toilets. Some signs were poorly lit as is a dark venue. A special animated video was projected onto the Mary Rose at the end of the day. This is not advertised at all.
Range of Content The content is all relevant and authentic.
8
MARY ROSE VAQAS AUDIT
9
Quality of Presentation The middle section of the museum had artefacts that were not labelled but all of the artefacts at either end were labelled well. The ships anchor was not labelled which is disappointing as this is a key artefact (figure 14). There are clear sight lines. The display cases well maintained but could make use of non-reflective glass. Interactive screens and further Figure 11 – Directions
Figure 12 – Toilet signs
explanations are provided and a lot of the information is low down to be seen by all visitors. The format flowed well and all labels were clear to read. Audio and visual equipment of a high quality is implemented.
Appearance of Grounds and Buildings The grounds and buildings are well maintained. Outside seating areas are provided as picnic areas and covered by marques (figure 13). The
Individual computers and touch screens are at a comfortable height (figure 15). Operating instructions are provided.
grounds are only enhanced with hard landscaping; a lot of soft landscaping would not be suitable for dockyard. There were too many bins for 6 benches and not one was a recycling bin. There was no litter sweep on the picnic area during the visit as an empty bottle remained.
Figure 14 – Anchor
Figure 15 – Screens
Large screens are installed for large audiences (figure 15). Computers do not offer monitored web access for additional information. Animations are projected onto the ship re-enacting the day the ship Figure 13 – Picnic Area
MARY ROSE VAQAS AUDIT
sunk (figure 16). The presentation is realistic and makes use of light and sound.
Figure 17 – Artefacts A Guidebook is available but not promoted. They are available in six Figure 16 – Projections The lighting is very effective but sometimes too dark. It is for atmospheric purpose but it’s too dark to read or see anything that was not lit which is not good for the visually impaired. The Low lighting
different languages; this is the only option of alternative languages throughout the museum. The material of the guidebook is durable with pictures and large font. An orientation plan is provided and correctly orientated. However, there is no contents page or key to show what the symbols mean (figure 18).
levels and the no flash rule are not explained. There is a demonstration area for conservation and a dress up area for interaction. These were both clean and well maintained. The interactive displays are well maintained although, one screen not working and had no signage.
Quality of Interpretation There is a sufficient depth of information. There are also different levels of information with pictures and text. Artefacts are labelled with numbers that match the description as seen in figure 17.
Figure 18 – Guidebook
10
MARY ROSE VAQAS AUDIT
No other hand held trails or information was available such as a
but there was no taste smell or temperature to provide interpretation.
children’s trail, just a small children’s area for colouring. There were
Creative participation was encouraged with dress up clothes and a
large print guidebooks throughout museum as seen in figure 19. Leaflet
diving game (figure 21) but the game was not assessable in a
information points were tidy.
wheelchair. Viewpoints were enhanced with identification charts (figure 22).
Figure 19 – Large Print Guidebook
Figure 20 – Interactive audio
Figure 21 – Diving Game
Figure 22 – Identification Chart
Appearance, Attitude and Knowledge of Staff Staff were not identifiable in dark as you could only see their lanyard.
Fixed recordings had clear sound but no way to alter volume.
The member of staff on the tactile demonstration was not enthusiastic
Sometimes it was hard to hear with multiple screens and background
and did not appear to have much knowledge of the museum. However,
noise. The commentary is engaging and interactive. Audio points were
one staff member in particular was very knowledgeable and allowed
titled described and running time shown as seen in figure 20.
visitors to re-enter the museum to view a special animation show that
Recordings reset automatically or move onto the next clip. There are
had not been advertised throughout the day.
induction loops but no subtitles.
Cleanliness
No tour guide was offered but there was tactile interpretation for the
All indoor areas were clean and rubbish free. There were lots of bins but
conservation of artefacts. Light and sound encouraged the atmosphere
no recycle bins.
11
MARY ROSE VAQAS AUDIT
Toilets
88%
Maintenance and Cleanliness There was a cleaning schedule on wall but the toilets were not in the cleanest condition as seen in figure 25. Additional decorations such as flowers could be added.
Layout and Design
Figure 23 – Toilets VAQAS Score
Figure 24 – Assessable Sink
The toilets were designed for easy use with good lighting. Hygienic baby changing facilities are provided for both sexes and there is adequate space for push chairs. Facilities for disabled visitors are provided such as a low sink as seen in figure 24.
Fixtures and Fittings The fixtures were of good quality but the hooks in the cubicles are too high. Some toilets were not well ventilated and very hot.
Figure 25 – Litter
12
MARY ROSE VAQAS AUDIT
Catering
Range, Presentation and Quality of Food 94%
Sandwiches and two hot food options were available (figure 27). There was no children’s option and an allergy/ dietary option was available on request. Most of the food was not labelled locally sourced or freshly made. The tea however is blended a few miles away. The sandwiches appeared fresh and the Food was served at the appropriate temperature. It was fairly well presented but with a Mary Rose napkin that the cheese stuck to. There was a consistent quality of crockery.
Appearance, Attitude and Efficiency of Staff Assistance was easily summoned and staff were appropriately dressed with Figure 26 – Catering VAQAS Score
Layout and Design Visitors can use the facility with ease and comfort. It is a self-service
an apron. Staffing levels were efficient and the staff could work all of the equipment.
facility with easy flow and food can be logically ordered. Trays are
Maintenance and Cleanliness
available and there is a cutlery point at the end of the counter. There is
The area is well maintained and
only one small hot menu with two items: soup and jacket potato. This
ventilated with different heights and
was badly placed. There is space for wheelchair users with suitable
table sizes. Lighting is effective and it
counter height and clear menus. Baby chairs are also available. There
was cleaned almost instantly. The
were no chairs with arms which is not suitable for older visitors.
indoor area is well decorated and the outdoor area is landscaped and under cover.
Figure 27– Catering options
13
MARY ROSE VAQAS AUDIT
Retailing
94%
Appearance, Attitude and Efficiency of Staff Only one member of staff was on a till but this was appropriate. Staff was appropriately dressed.
Maintenance and Cleanliness The general area is well maintained and very clean. Behind the counters appeared neat and tidy. It is well ventilated as it is by the entrance.
Figure 28 – Retailing VAQAS Score
Layout and Design There is space for circulating including with a wheelchair and an
Figure 29 – Easter Display
obvious pay point. It is well decorated and featured a seasonal Easter display as seen in figure 29. There were different sections such as for children and for adults.
Range and Presentation of Merchandise Range of merchandise such as. Some local products such as beer. Displays imaginative and well illuminated. Stock levels full and tidy. Testers and mirrors available.
Figure 29 – Ducks
14
MARY ROSE VAQAS AUDIT
Suggested Improvements
Figure 30 – Suggestions for improvement
15
MARY ROSE VAQAS AUDIT
Conclusion
References
The Mary Rose Museum is a very successful museum but, as figure 30 shows,
Barnes, S., Vidgen, R. (2002) ‘An Integrative Approach to The
there is always room for improvements. The recent renovation of the
Assessment Of E-Commerce Quality’ [Online] Available at:
museum has contributed to its success as history and new technology have
http://www.jecr.org/sites/default/files/03_3_p02_0.pdf (Accessed: 11
successfully been merged together in a fun yet educational way.
April 2017). BBC. (2016) ‘Mary Rose warship: Full view revealed after museum revamp’, BBC [Online] Available at: http://www.bbc.co.uk/news/ukengland-hampshire-36802829 (Accessed: 25 April 2017). Falmouth. (2017) ‘VAQAS’, Falmouth the spirit of the sea [Online] Available at: https://www.falmouth.co.uk/falmouth-bid-membersarea/business-and-tourism-resources/vaqas/ (Accessed: 1 April 2017). Gregorio, J. (2015). ‘Top 10 Benefits of Digital Marketing for Small Business [Infographic]’, Digital Marketing [Online] Available at: http://cjgdigitalmarketing.com/top-10-benefits-of-digitalmarketing-for-small-business-infographic/ (Accessed: 11 April 2017). Grönroos, C. (2010, p.414) ‘Service Management and Marketing’, Third Edition, John Wiley & Sons Ltd.: Chichester. Landscape Institute. (2010) ‘Why Invest in Landscape?’, Landscape Institute [Online] Available at: https://www.landscapeinstitute.org/wp-
16
MARY ROSE VAQAS AUDIT
content/uploads/2015/11/WhyInvestFinalA4pages.pdf (Accessed: 28
Mary Rose Museum. C. (2017) ‘Welcome to the Mary Rose Museum’,
April 2017).
The Mary Rose Museum [Online] Available at:
Lloyds Bank Foundation. (2017) ‘Facing Forward’, Evidential
http://www.maryrose.org/ (Accessed: 1 April 2017).
Consulting [Online] Available at:
Museums Heritage. (2017) ‘Brexit sends shockwaves through museums
https://www.lloydsbankfoundation.org.uk/Facing%20Forward%20-
and heritage sector and poses the next great challenge’, Museums and
%202017%20Final.pdf (Accessed: 21 April 2017).
Heritage Advisor [Online] Available at:
Marty and Jones. (2008) ‘Museum Informatics’, 1st Edition, Taylor & Francis Group: New York. Mary Rose Museum. (2015) ‘Mary Rose Museum was the only UK museum to receive ‘Special Commendation’ following the European Museum of the Year Award 2015 announcement’, The Mary Rose Museum [Online] Available at: http://www.maryrose.org/specialcommendation-at-the-european-museum-of-the-year-awards/ (Accessed: 1 April 2017). Mary Rose Museum. A. (2017) ‘Discover the Mary Rose and her artefacts’, The Mary Rose Museum [Online] Available at:
http://advisor.museumsandheritage.com/brexit-sends-shockwavesmuseum-heritage-sector-poses-next-great-challenge/ (Accessed: 21 April 2017). National Railway Museum. (2017) ‘Family Activities’, National Railway Museum [Online] Available at: http://www.nrm.org.uk/planavisit/visityork/familyactivities (Accessed: 1 April 2017). NI. (2017) ‘Recycle your business waste’, nibusinessinfo.co.uk [Online] Available at: https://www.nibusinessinfo.co.uk/content/advantagesand-disadvantages-recycling-business-waste (Accessed: 11 April 2017).
http://www.maryrose.org/discover-our-collection/ (Accessed: 1 April
Portsmouth Historic Dockyard. A. (2017) ‘Sites and Attractions’,
2017).
Portsmouth Historic Dockyard [Online] Available at:
Mary Rose Museum. B. (2017) ‘About the Mary Rose Trust’, The Mary Rose Museum [Online] Available at: http://www.maryrose.org/aboutus/ (Accessed: 1 April 2017).
http://www.historicdockyard.co.uk/site-attractions (Accessed: 1 April 2017).
17
MARY ROSE VAQAS AUDIT
Portsmouth Historic Dockyard. B. (2017) ‘The Mary Rose’, Portsmouth
https://www.tripadvisor.co.uk/Attraction_Review-g186298-d318573-
Historic Dockyard [Online] Available at:
Reviews-The_Mary_Rose_Museum_Portsmouth_Historic_Dockyard-
http://www.historicdockyard.co.uk/site-attractions/attractions/mary-
Portsmouth_Hampshire_England.html (Accessed: 30 April 2017).
rose (Accessed: 1 April 2017).
Visit England. (2017) ‘VisitEngland Awards for Excellence 2017:
Schwab, K. (2016) ‘The Fourth Industrial Revolution: what it means,
winners’, Visit England [Online] Available at:
how to respond’, We Forum [Online] Available at:
https://www.visitengland.com/visitengland-awards-excellence-2017-
https://www.weforum.org/agenda/2016/01/the-fourth-industrial-
winners#/ (Accessed: 25 April 2017).
revolution-what-it-means-and-how-to-respond/ (Accessed: 11 April 2017).
Visit Wales. (2008) ‘Visitor Attraction Quality Assurance Service the Benefits of Participation’, Visit Wales [Online] Available at:
Tarigan, J. (2008) ‘User Satisfaction Using Webqual Instrument: A
www.tourismhelp.co.uk/objview.asp?object_id=384 (Accessed: 1 April
Research on Stock Exchange of Thailand’, Faculty of Economics
2017).
[Online] Available at: http://puslit2.petra.ac.id/gudangpaper/files/1829.pdf (Accessed: 20 April 2017).
Visit Wales. (2017) ‘Source and promote local food’, Visit Wales [Online] Available at: https://businesswales.gov.wales/dmwales/sustainable-
The Mary Rose Trust. (2015) ‘Annual Review’, The Mary Rose Trust
tourism/sourcing-locally-and-using-sustainable-transport/source-and-
[Online] Available at: https://www.maryrose.org/wp-
promote-local-food (Accessed: 28 April 2017).
content/uploads/Annual-Review-2015.pdf (Accessed: 20 April 2017).
WANHS. (2014) ‘Strategic Plan 2014 – 2019’, Wiltshire Archaeological
Theobald, W. (2005) ‘Global Tourism’, Third Edition, Elsevier:
and Natural History Society [Online] Available at:
Burlington.
http://www.wiltshiremuseum.org.uk/uploads/library/25/248/2015-
Trip Advisor. (2017) ‘The Mary Rose Museum, Portsmouth Historic Dockyard’, Trip Advisor [Online] Available at:
2019Strategic%20Plan.pdf (Accessed: 21 April 2017).
18
MARY ROSE VAQAS AUDIT
Wollenburg, A. (2008) ‘Image problem turns recruits away’, The Guardian, 10 September [Online] Available at: https://www.theguardian.com/society/2008/sep/10/voluntarysector.v olunteering (Accessed: 21 April 2017). World Travel Awards. (2017) ‘Europe’s Leading Tourist Attraction 2017’, World Travel Awards [Online] Available at: https://www.worldtravelawards.com/award-europes-leading-touristattraction-2017 (Accessed: 21 April 2017).
19