Influences of VR technology on the effect of museum narrative based on embodied cognitive theory: a case study of the opium war museum

Abstract

Purpose

With an increasing array of new technologies and devices emerging as novel approaches to museum narratives, scholars are intrigued by the narrative effect they produce. Within this context, this study aims to conduct a quantitative case study on the influencing mechanisms among technology embodiment, technology attachment, museum narrative effect and perceived museum image based on embodied cognitive theory (ECT).

Design/methodology/approach

By introducing the Opium War Museum, Dongguan City, Guangdong Province, China, as an empirical case study, the authors collected data, through questionnaires, from 425 visitors who had experienced virtual reality (VR) technology in the museum. The data was then analyzed by using the maximum likelihood estimate for structural equation modeling.

Findings

Technology embodiment and technology attachment have significant positive correlations with the museum narrative effect. Technology attachment provides a partial mediating effect between technology embodiment and the museum narrative effect. The perceived museum image moderates such mediating effects of technology attachment.

Originality/value

This study brings the emerging idea of developing visitor experiences with VR through expanding the applications of ECT in the museum scenario. First, the authors identified the underlying interaction patterns between various factors that influence the museum narrative effect. Second, the authors verified that technology can optimize the museum narrative effect and help the creative transformation of cultural relics and culture. This study also provides practical recommendations to improve the technological service experience and strengthen the “audience-centric” management concept of museums

研究目的

随着越来越多的新技术和设备作为博物馆新颖的叙事方法出现, 学者们对它们产生的叙事效果感到兴趣。在这一背景下, 我们基于具身认知理论对技术具身感、技术依恋、博物馆叙事效果和感知博物馆形象之间的影响机制进行了定量案例研究。

研究方法

通过引入中国广东省东莞市鸦片战争博物馆作为实证案例研究, 我们从体验了博物馆VR技术的425名参观者中收集了问卷数据。然后, 我们使用极大似然法估计结构方程模型对数据进行了分析。

研究发现

(1) 技术具身感和技术依恋与博物馆叙事效果存在显著正相关关系。 (2) 技术依恋在技术具身感与博物馆叙事效果之间起到了部分中介作用。 (3) 感知博物馆形象调节了技术依恋的上述中介效应。

研究创新

本研究通过扩展具身认知理论在博物馆场景中的应用, 提出了利用VR优化访客体验的新兴理念。首先, 我们识别了影响博物馆叙事效果的各种因素之间的潜在互动模式。其次, 我们验证了技术可以优化博物馆叙事效果, 并有利于文物和文化的创造性转化。本研究还提出了实际建议, 以改善技术服务体验, 并加强博物馆“以观众为中心”的管理理念。

Citation

Jiang, L., Chen, Y. and Sun, Y. (2024), "Influences of VR technology on the effect of museum narrative based on embodied cognitive theory: a case study of the opium war museum", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-01-2024-0020