EXPLORING THE EFFECT OF IMMERSIVE EXTENDED REALITY VERSUS 2D VIRTUAL TOUR ON POTENTIAL MUSEUM VISITORS’ MEMORABILITY AND INTENTION TO VISIT

Abstract

Cultural heritage institutions, including museums, are faced with the challenge of enriching visitor experiences to remain competitive and appealing to diverse audiences in an ever-evolving global tourism landscape. This research investigates the transformative potential of Extended Reality (XR) technologies in enhancing potential museum visitors’ experiences and shaping their intentions to visit physical museums. Using a field experiment and online survey, data were collected from 344 participants globally, who were exposed to a museum artifact through either XR or 2-dimension (2D) virtual museum tours via the museum website. The study employs Partial Least Squares (PLS) analysis to explore the relationships among presentation mode, narrative transportation, three experiential realms (esthetic, entertainment, escapism), memorability, and potential visitors' intentions to visit museums in person. Findings highlight the significant influence of the manipulated presentation mode on narrative transportation and specific experiential dimensions. Notably, narrative transportation emerges as a pivotal factor, strongly linked to potential visitor experiences. The pivotal role of memorability emerges as a critical mediator, bridging immediate experiences to future intentions. This research emphasizes the significance of XR technologies in the tourism industry, specifically highlighting their potential for virtual museum offerings. Effective use of XR can broaden the audience base, providing engaging and memorable encounters with museum artifacts.