Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum

TLDR: The results of this study revealed that social presence in mixed (VR & AR) environments is a strong predictor of four realms of experience economy, which consequently induce the tourists’ intention to revisit Geevor museum.

Abstract: This study aims to investigate the impact of Virtual Reality (VR) and Augmented Reality (AR) on the overall visitor experience in the context of museum. In tourism research, few attempts have been made to examine factors which enhance visitor experience using new and emerging technologies such as VR & AR respectively, however research on visitor experience in the mixed environment by combining both VR & AR is scarce. In particular, this study examined the impact of social presence on visitor experience in the mixed (VR & AR) environment by applying social presence theory and experience economy theory. Questionnaires administered to 163 museum visitors revealed that social presence in mixed (VR & AR) environments is a strong predictor of four realms of experience economy. Furthermore, all aspects of experience economy, except for esthetic experience, have a significant influence on visitor experience, which consequently induce the tourists’ intention to revisit Geevor museum. The results of this study provide theoretical and managerial implications for adoption of VR & AR technologies in museum.