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Arts & Communication Integrating extended reality in modern museums

3D, metaverse-4D, and metaverse-5D dimensions – was while boosting experiential value and bringing culture
applied to a case study of the story of the Eight Immortals closer to Gen Z. By fostering engagement, learning,
of Haw Par Villa in Singapore. meaningful experiences, and interaction, the metaverse
The parameter of connecting museums to the stimulates curiosity, extends visit time, and supports
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community through the metaverse was examined by museums’ edutainment function for younger audiences.
Hutson and Hutson. The authors utilized techniques 4. Conclusions
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such as interactivity and avatar creation to facilitate
participation, understanding, and protection of Having reviewed and analyzed the use of XR technology in
neurodivergent individuals, enhancing museum inclusion. modern museums, we demonstrated that XR museum apps
Conversely, Gao et al. focused on using metaverse facilitate more accessible, immersive, interactive, playful,
technology to create not only a simple virtual platform but and thus more engaging visitor experiences compared to
st
also a virtual social world, which includes galleries, public traditional approaches. Therefore, the 21 -century museum
exhibitions, interaction spaces, online art communities, can reach a broader audience, especially the tech-savvy
and trade communities for non-traditional artworks (non- younger generations, who constitute the largest consumer
fungible tokens). 62 group. However, it became evident that the novelty
effect, the occasional immaturity of XR implementation,
Yang emphasized the need to develop a new narrative technical flaws, high costs, and the need for specialized
design in the metaverse that incorporates gameplay knowledge, continuous improvements, and updates pose
elements, enabling two-way interactive communication. challenges to their widespread adoption by museums and
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The author proposed integrating immersive technologies cultural managers.
into an AR e-book, which would function as a digital
tour guide and facilitate exploration and interaction with In summary, as it becomes easier to achieve high-
exhibits. quality museum experiences through XR technologies
due to rapid technological advancement, museums have
In a similar context, Longo and Faraci explored the the opportunity to realize and harness their full potential.
educational potential of the metaverse in museums. The 21 -century museum can create enriched cultural
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st
The researchers designed an app based on VR and content for both experts and the general public, facilitating
photogrammetry, representing a marine museum in personal understanding, assimilation, interpretation,
Sicily, traditionally accessible only to experts and diving human creativity, and the democratization and expansion
enthusiasts. The model was developed to facilitate of knowledge, while raising awareness of contemporary
interaction while providing information about the marine cultural and social issues.
ecosystem, emphasizing environmental, social, and
economic sustainability. However, as technological tools become more
sophisticated and museum experiences become more
From a marketing perspective, research teams extraordinary, there is a growing risk that viewers and
investigated metaverse qualities that could engage young museum professionals may become overly immersed in
people, particularly those loosely associated with museum artificial worlds, losing sight of the core values of CH. As we
institutions. Generations born between 1981 and 2012, have seen, XR apps must include high-quality, informative,
known as the MZ generation, are recognized as “the playful, and inventive content to be successfully
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largest growing consumer group”. Surveys show that the implemented in the museum context. This approach
MZ generation is drawn to metaverse services and virtual requires thorough research and a deep synergy between
museums for the freedom to communicate, connect, and the cultural section and IT professionals. Interdisciplinary
create their own content. Researchers concluded that collaboration can offer diverse, multidimensional cultural
interaction with artworks and active participation in perspectives on both tangible objects and intangible
curation are key to engaging these generations. 74 concepts while encouraging nuanced interpretations and
Especially Generation Z (Gen Z) is particularly crucial cultivating an appreciation and empathy for CH. In this
for museum managers, with innovations like MR and the way, the modern, technologically mediated museum can
metaverse offering strong engagement potential. Longo become a forum for intercultural dialog and a free space
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and Faraci highlight that metaverse features such as 3D for learning, entertainment, and communication.
technology, avatars, gamification, digital storytelling, and After all, whether technology-mediated or not,
interactive AI enhance engagement and escapism – key museum visitors’ relationship with CH content remains
values for Gen Z. These technologies make museum a communication process, intended to convey a message
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experiences more enjoyable, accessible, and satisfying from a sender and trigger a reaction or feedback from the

Volume 3 Issue 1 (2025) 15 doi: 10.36922/ac.3428