1 John H. Falk. Identity and the Museum Visitor Experience. Walnut Creek, CA: Left Coast Press, Inc., 2009. 301 pages. [Contents, preface, notes, references, index, about the author]. US$29.95. ISBN 978-1-59874-163-6. Paperback. Falk’s Museum Visitor Experience In this articulately written work, John H. Falk brings a theoretical and practical, easy to read textbook on the museum visitor experience. He brings to the fore his own model to be used for interpreting the experience of all museum visitors. Falk is a leading figure in museum and visitor research, as well as science education and free- choice learning in the United States of America. For the past 3 years and until last year he was the Sea Grant Professor of Free-Choice Learning with Lynn Dierking in Science and Math, which is a research grant offered by Oregon State University (OSU). As the name suggests the professorships’ theme must be on ocean and coastal science. Free-choice learning, as OSU states “is all about deciding what, where, and how we want to learn over the course of our lifetimes. It's the learning that takes place all the time, outside of the classroom, no matter how young or old you are.” Free-choice learning occurs whilst exploring museums, gardens, 1 or parks, watching television, listening to radio, or surfing the Internet for information. This sort of free-choice learning is evident in Falk’s latest book on museum visitor experience, with his open ideas and candid language. The book is based on prior works which the author co-wrote with Lynn Dierking, the difference between them being that Identity and the Museum Visitor Experience includes a predictive and practical model ready to be used in museums, whereas in the books prior the model was more of a work in progress. Broadly speaking the book covers Falk’s linear model, a large-scale context of leisure in the twenty-first century, with a conclusion of personal memories. In more detail, the book is written in a clear cut way, with the first seven chapters being on theory and theoretical concepts of Falk’s own model for understanding the museum visitor and the last four chapters concentrate on putting the theory into practice. The model “Oregon Sea Grant - Free Choice Learning,” Oregon State University, accessed 30 March 2015, http:// 1 seagrant.oregonstate.edu/education/free-choice-learning.