Identifying Key Factors to Tailor a Modular Scientific Tour: A study of visitor purpose, guide tailoring, and interactiv- ity in a pharmaceutical showcase tour

Abstract

The pharmaceutical industry is an integral part of global health and welfare, yet prior studies report public distrust due to perceptions of profit-seeking and unethi- cal behavior. Addressing these misconceptions requires companies to be open about day-to-day work and impact. AstraZeneca’s modular, employee-guided tour, the Amazing Journey, is one such transparency initiative, and aims to inform visitors about the Gothenburg site and strengthen public relations. It welcomes many visi- tors every year, each with different purposes, so the tour’s content and route must remain flexible to effectively serve different audiences. This thesis examines how vis- itor purpose varies by group type, how guides tailor the tour, and how visitor-guide and visitor-module interactions support learning. With the perspective of Amazing Journey as a non-formal learning setting for older teens and adults, we used cognition, group dynamics, science identity, learning inter- actions, and guide style to describe how positive visitor experiences can be created. Based on data from seven guide interviews, four teacher interviews, 23 tour obser- vations, and a survey (n=178), we drew conclusions from the perspectives of both guides and visitors using thematic analysis and descriptive statistics. The results were presented in three visitor categories: upper-secondary students, university stu- dents, and business visitors. Generally, student groups wanted connections to course content and exposure to work-active role models, whereas business associates sought context for collabora- tion and relationship-building. The visitors also sought an authentic experience, which in this context translated into a desired focus on laboratory work. Guides communicated with visitors to tailor tours to age, interests, prior knowledge, and practical constraints. Notably, the guides adapted stage presence, use of humor and anecdotes, narrative structure, tour route, technical depth, and language to tailor their tours. Tailoring also included adjusting the interactive elements, such as dialogue, questions, and use of interactive modules. The study concludes that a guided tour seeking to leave a meaningful and last- ing impression should utilize knowledgeable employees as guides, clarify the tour’s purpose, tailor the experience to the audience, and actively engage visitors.