Original title: From AR and VR Experience Quality to Revisit Intention: Cultural Pathways at the National Museum of China
The study asked how visitors’ experiences with augmented reality (AR) and virtual reality (VR) displays relate to wanting to return to a museum. Visitors who rated those experiences more highly also tended to see more value in them, and people who saw more value tended to feel more satisfied and attached to the museum. That attachment was linked to stronger Chinese cultural identity and historical nostalgia, which were each linked to revisit intention. These links were small, and the survey cannot show that one step caused the next.
Imagine visiting a museum with a friend and deciding later whether you want to go back. A display may seem worthwhile, but that alone does not explain whether the place feels meaningful or brings up memories. In this paper, the displays’ quality corresponds to the experience, the sense that the visit was worthwhile corresponds to perceived value, and feeling connected to the museum links to cultural identity, nostalgia, and wanting to return.
Museums use AR and VR to shape visits, but a good digital experience may matter beyond the display itself. The findings suggest that visitors’ sense of value and attachment is associated with cultural feelings and intentions to revisit the physical museum.
The findings come from a one-time survey of Chinese adult visitors who had experienced both AR and VR displays at one museum. The associations do not establish that one factor caused another or that the proposed sequence unfolded over time. The four sequential indirect associations were small.
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From AR and VR Experience Quality to Revisit Intention: Cultural Pathways at the National Museum of China — Zhiguo Gou, Songyu Jiang, Jirawan Deeprasert — Tourism and Hospitality — doi:10.3390/tourhosp7100330
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.