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The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention

Author

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  • Qing Liu

    (Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand)

  • Chonlavit Sutunyarak

    (Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand)

Abstract

Museums are precious carriers of human civilization and history as well as important places for cultural inheritance and education. However, with the rapid development of science and technology, museums are now facing the challenge of enhancing visitors’ experiences. The use of immersive technology in museums can blur the real and virtual worlds to offer visitors a unique experience. Based on the TAM and flow theory, this study analyzes the influence of immersion technology in museums on visitors’ behavioral intention. The results of the study show that, according to the TAM, the perceived usefulness and ease of use of immersive technologies in museums affect visitors’ attitudes and satisfaction. Similarly, perceived enjoyment and concentration, as described in the flow theory, also influence these attitudes and satisfaction levels. Additionally, visitors’ attitudes and satisfaction with immersive technologies impact their behavioral intentions. The findings are instructive for museums to enhance visitor experience and promote sustainable museum development.

Suggested Citation

  • Qing Liu & Chonlavit Sutunyarak, 2024. "The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention," Sustainability, MDPI, vol. 16(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:22:p:9714-:d:1516231
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    References listed on IDEAS

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    1. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    2. Martín-Ruiz, David & Castellanos-Verdugo, Mario & Oviedo-García, Ma de los Ángeles, 2010. "A visitors' evaluation index for a visit to an archaeological site," Tourism Management, Elsevier, vol. 31(5), pages 590-596.
    3. Eko Harry Pratisto & Nik Thompson & Vidyasagar Potdar, 2022. "Immersive technologies for tourism: a systematic review," Information Technology & Tourism, Springer, vol. 24(2), pages 181-219, June.
    4. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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    Cited by:

    1. Hui Liu & Maowei Chen, 2025. "Iconological Reconstruction and Complementarity in Chinese and Korean Museums in the Digital Age: A Comparative Study of the National Museum of Korea and the Palace Museum," Sustainability, MDPI, vol. 17(13), pages 1-37, July.
    2. Hao Zeng & Guangyuan Yao & Xiujie Ma, 2025. "The impact of short videos on young people’s willingness to engage in martial arts: establishing and testing a conditional process model," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    3. Xiaolin Sun & Eugene Ch’ng, 2025. "Beyond the screen: enhancing ethnic cultural representation and engagement through immersive 360° documentary experiences in museums," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.

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