In 2011, the number of foreign tourists visiting Korea reached 10 million, the peak over 9 million. Also, the foreign visitors visiting the national museum is on an uptrend.
According to this social phenomenon, each museum provides a service for the foreigners helping their viewing the exhibits, including the operation of the explanatory media for the exhibits and takes the initiatives in benefiting from the Korean culture. However, the studies about the reaction of foreign viewers and their behaviors were not satisfactory. This study has investigated the viewing patterns of foreigners and compare them with those of locals, and through that, analyzed the differences in viewing behaviors to reveal that the differences were based on the types of exhibitions and the spatial structures. The findings from the study are as follows.
First, the foreign visitors' circulation showed lots of curves from the entrance to the exit, resulting in the changes in viewing direction, compared with locals. Second, as a result of the analysis of the standard deviation of each exhibition hall in the viewing density having calculated the number of viewers in comparison with the exhibition area, the foreigners showed a lower standard deviation of viewing density compare to locals. Third, as a result of the distribution of viewers by the theme of exhibition, the foreigner's viewing density by the particular theme of exhibition was not high and it was evenly distributed overall exhibition halls. Fourth, more viewing concentration points showing the concentrated viewing patterns during the viewing of exhibition were found in foreigners than locals. Fifth, as a result of the utilization rate of the explanatory media for the exhibits when investigating the viewing concentration points, the utilization rate of the explanatory media for the exhibits by foreigners was two times higher than that of local.