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Arts & Communication Integrating extended reality in modern museums

enable more natural interactions in virtual environments. beyond. Fan et al. identify key features of XR technologies,
Other innovations include “tactile and haptic” devices that such as VR and AR, in tourism as “presence,” – the feeling
provide continuous feedback through touch or simulate of being “truly” in another place or environment – and
the physical weight of virtual objects, as well as “motion “immersion,” which can be both technological (system-
tracking systems,” like (e.g., Microsoft Kinect), which focused) and psychological (user-focused). Psychological
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allow interaction with virtual environments through body immersion is driven by vividness and interactivity,
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movements and gestures. Moreover, emerging approaches, which consequently enhance presence and telepresence.
such as the simulation of internal bodily signals, are These features activate important sensory, cognitive,
proving particularly useful in the medical field. 8 psychological, and behavioral responses in users, either
directly or indirectly. 20
3.2. Adopting XR technologies in museums
In addition, Gaugne et al. emphasize that “immersion,”
As modern museums undergo digital transformation as a perceptual, mental, and emotional state where one or
to remain relevant in 21 -century society, cultural more senses are isolated from the outside world, is critical
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managers are actively seeking ways to optimize museum to visitor engagement. However, they argue that the
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management, organization, and communication with environment must also be “reactive,” allowing visitors to
visitors. The uptake of XR technologies in museums is modify it according to their actions. Jiang et al., further,
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closely linked to the clear benefits that they offer, such explored the factors influencing the “continuance intention
as preserving and revitalizing lost CH content, attracting to use” AR in museums, highlighting the importance of
visitors with engaging, immersive, and meaningful “interaction quality,” “information quality,” “information
experiences, and encouraging revisits. 12,19 In addition, richness,” “satisfaction,” and “perceived playfulness,” all of
AR and VR technologies are used as marketing tools to which contribute to this intention. 26
promote exhibitions or generate positive word-of-mouth,
particularly before and after a physical visit. 20 Bird et al. also examined the role of the cognitive
reactions to AR technology – specifically the role of
By leveraging digital media and augmenting or “presence” and its correlation with various positive
replacing real environments with virtual ones, these outcomes – while highlighting the powerful influence
immersive technologies provide users with high-quality of “affective phenomena,” which typically drive people’s
sensory information and opportunities for interaction. motivations and decisions. As evidenced by the authors,
This allows visitors to participate by modifying the these effective responses often turn out to be stronger than
environment and receiving feedback, resulting in a deep cognitive ones. In this context, Bird et al. conceptualized
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sense of immersion. 15,21,22 Researchers have increasingly “affect” as encompassing two dimensions: “valence”
focused on the impact of this immersion on learning, (ranging from pleasure to displeasure) and “arousal”
particularly since 2017, as it enhances visitors’ ability (ranging from sleepiness to high arousal). In addition, the
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to acquire additional knowledge by participating in authors emphasized the significance of both remembered
the experience. Furthermore, ongoing advancements and forecasted pleasure (the way a pleasant or unpleasant
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in technology, reduced infrastructure costs, and the experience is later remembered, which helps predict similar
convergence of XR with smart technologies such as AI and future experiences). They also noted the importance of
robots are expected to further unlock the potential of these hand gestures and the authenticity of simulated content as
innovations in museums. 15 crucial properties. 3
From a storytelling perspective, XR technologies The key factors influencing visitor satisfaction and
enhance digital narratives, a vital aspect for museums that behavioral intentions and their association with XR
inherently act as storytellers. Embracing new methods technologies in a museum context are increasingly
of communication that foster personal engagement and attracting the attention of researchers. Based on
assimilation is vital. 13,19,24 For instance, the impact of XR Csikszentmihalyi’s “flow theory,” the 21 -century museum
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museum tours on aspects such as “narrative transportation” seeks to fully engage visitors through the creation of
and “memorability” can be significant. The ability to immersive, holistic experiences. These experiences deeply
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create memorable, satisfying, or exceptional experiences absorb visitors in states of satisfaction and emotion,
can promote cultural learning and even ensure future imprint knowledge indelibly on memory, and decisively
visitors’ loyalty, acting as a “pivotal mediator of future influence their intention to either revisit or recommend
behavioral intentions”. 13,25 the museum to others. 27-29
There is an ongoing discussion about the features of Pine and Gilmore emphasized the importance of
XR technologies that shape user behavior in museums and visitors’ “participation” and “willingness” (ranging from

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