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The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.

Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.

In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.

The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.

Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).

Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling.

The predicted associations between sensory, spatial and social experiences, and PWOM were confirmed for Pera. In the Louvre and Key, however, only sensory and social experiences were positively associated with PWOM. In addition, the moderating effect of building type on the relationship between spatial experience and PWOM was demonstrated.

This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.

This study aims to determine museum experiences by analyzing the TripAdvisor reviews of the museum visitors in Gaziantep and offer suggestions for improving the visitors' experiences by taking museum curators' opinions.

The case study method was used as one of the qualitative approaches in the study. The research comprises two stages. TripAdvisor reviews about five museums in Gaziantep were analyzed in the first stage, and museum curators' opinions on the visitor complaint reasons and solution suggestions were discussed in the second stage.

The study showed that satisfying or non-satisfying experience factors might differ according to visitors, museum curators and both visitors and museum curators. Therefore, each museum curator should effectively manage every component of visitor experience factors by its target audience.

Although this study has some valuable findings and contributes to the literature, it also has limitations. The study's sample consists of five museums in Gaziantep. Further studies can be carried out on a larger population and sample. The data for determining visitor experiences, the first stage of the research, were obtained only from an online platform (TripAdvisor).

The proposed model provides a holistic perspective on evaluating and managing visitor experience. There may be structural problems (small size of the museum area, lack of parking spaces and elevators, etc.) with the museum beyond the manager's control. Also, the lack of information and communication (limited concept, lack of artifacts, etc.) causes criticisms of the museum.

This paper contributes to the museum management literature with a model for enriching the quality of the museum experience and increasing the museum's attractiveness. The study showed that museums contribute to the visitor's experience in all dimensions. While visitors thought museums primarily contribute to object experience, museum curators thought museums contribute more to visitors' cognitive experience and other experience elements.

The present study analyzed the visitor comments and the opinions of museum curators from a holistic perspective, considering the internal and external factors that are effective in the visitor experience, and revealed the reasons for the visitors' negative experience and the solution suggestions toward the improvement of the visitor experience.

Applying the stimulus-organism-response (S-O-R) theory in a wine museum context, this paper aims to examine how and why experience design characteristics influence visitor satisfaction, particularly investigating the role of epistemic (learning) and hedonic (having fun) values as the underlying mechanisms of this relationship.

The authors collected field survey data from 652 visitors at a world-leading wine museum. The authors tested the research model on ten modules of the museum using path analysis and a bootstrap approach; the authors further conducted mediation analyses to test how the design of the museum’s modules influenced perceived value and satisfaction.

Content comprehensibility and surprise, as well as interactivity and ease of use, are core design characteristics that drive visitor satisfaction. More significantly, hedonic and epistemic values play a significant mediating role in influencing the relationship between design characteristics and visitor satisfaction.

The authors provide clear and actionable recommendations to help managers design museums that provide educational, entertaining and satisfying visitor experiences.

To the best of the authors’ knowledge, this is the first study to apply the S-O-R theory in a wine museum context. The significance of this study lies in demonstrating how and why experience design characteristics support the creation of an edutainment visitor experience that drives visitor satisfaction.

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity experience of museum tourists relies on genuine relics, the environment and activities, which are ancient or traditional. This raises the question of whether tourists can perceive authenticity in immersive technology-based museum tourism. To address this question, this study aims to explore the impact of virtual reality (VR) attributes on tourists’ presence, tourism authenticity and subsequent behavioral intentions in virtual museums.

Data were collected via scenario-based surveys of participants who had taken virtual museum tours based on VR. A total of 174 effective questionnaires were collected for exploratory factor analysis via SPSS 25. Afterward, 597 questionnaires were obtained for confirmatory factor analysis and path analysis via Mplus 7.4.

A conceptual model of how VR attributes influence presence, authenticity and visit intention was developed. There is a chain intermediary between presence and visit intentions, from original authenticity to interactive authenticity and then to emotional authenticity. Technology readiness and museum familiarity moderate some relationships between VR attributes and presence.

The findings can guide museums in improving the use of VR. For example, managers can improve the quality of virtual systems and adopt various interactive forms to enhance tourists’ participation experiences.

These research findings contribute to the research area of immersive technology adoption, enhance the understanding of tourism authenticity in the new context of technology application and extend the presence-emotion-intention theory.

This article examines curatorial practices, both traditional and digital, in the Guizhou Provincial Museum’s ethnic exhibition to assess their effectiveness in representing ethnic minority cultures, fostering learning and inspiring curiosity about ethnic textiles and costumes and associated cultures. It also explores audience expectations concerning digital technology use in future exhibitions.

A mixed-methods approach was employed, where visitor data were collected through questionnaires, together with interviews with expert, museum professionals and ethnic minority textile practitioners. Their expertise proved instrumental in shaping the design of the study and enhancing the overall visitor experience, and thus fostering a deeper appreciation and understanding of ethnic minority cultures.

Visitors were generally satisfied with the exhibition, valuing their educational experience on ethnic textiles and cultures. There is a notable demand for more immersive digital technologies in museum exhibitions. The study underscores the importance of participatory design with stakeholders, especially ethnic minority groups, for genuine and compelling cultural representation.

This study delves into the potentials of digital technologies in the curation of ethnic minority textiles, particularly for enhancing education and cultural communication. Ethnic textiles and costumes provide rich sensory experience, and they carry deep cultural significance, especially during festive occasions. Our findings bridge this gap; they offer insights for museums aiming to deepen the visitor experiences and understanding of ethnic cultures through the use of digital technologies.

Virtual reality (VR) can be used as an alternative mean for viewing collections at home when it is not possible to visit museums due to COVID-19. This study took the development process of VR at Taiwan's National Palace Museum (NPM) as a case to discuss the characteristics of VR developed there in different periods and how NPM transforms the contents of its collections into VR.

This study used a case study to analyze the development process of VR at NPM from 2014 to 2019 and summarized the characteristics of the development and application of VR.

The authors find that the history of VR application in NPM is a process from exploring the technology to gradually getting familiar with the potential of its application. Its development can be divided into the exploration and experiment stage from 2014 to 2015, the single collection interpretation stage in 2016 and the multipurpose application stage from 2017 to 2019. It is suggested that museums should adopt a long-term strategy to introduce VR, make plans carefully and pay attention to the limitations of VR application.

The results of this study are suitable for art and history museums.

Many research studies on the application of VR in museums mostly focused on the benefits and technologies of adopting VR in museums as well as specific museum VR projects. There is still scant literature on the development process of museum VR from the perspective of museum organizations.

This study aims to explore the strategies that service providers use to facilitate marketplace accessibility, and identify the key challenges in that process. The authors do so to develop a roadmap towards improved accessibility and disability inclusion in the marketplace.

The authors conducted eight semi-structured interviews with service providers (curators, visitor service coordinators and access managers) at museums who run access programmes for customers with visual impairment (VI), along with an embodied duo-ethnography of those programmes.

Service providers foster autonomous, embodied and social access. Resource constraints, safety concerns and exposed differences between customers compromise access. To overcome these challenges, service providers engage in three inclusionary strategies – informing, extending and sensitizing.

This service provider- and VI-focus present limitations. Future research should consider a poly-vocal approach that includes the experiences of numerous stakeholders to holistically advance marketplace accessibility; and apply the marketplace accessibility findings upon different disabilities in other marketplace contexts.

This study offers a roadmap for policymakers and service providers on: which types of access should and can be created; what challenges may be encountered; how to manage these challenges; and, thus, how to advance accessibility beyond regulations.

This study contributes a service provider perspective on marketplace accessibility that goes beyond removing “disabling” barriers towards creating opportunities for co-creation; an approach towards marketplace accessibility that fosters inclusiveness while considering the inherent challenges of that process; and an illustration of posthumanism’s empirical value in addressing issues of accessibility in the marketplace.

This study aims to determine consumer satisfaction dimensions that lead to a willingness to share positive emotions through the study of TripAdvisor users’ reviews on St. Petersburg museums. The explorative study reveals the most significant factors that could predict museum visitors’ behavioral intentions.

The study is based on the theory of planned behavior and the “cognitive-affective-conative” model to analyze TripAdvisor reviews (n = 23020) and understand the relationship between the affective and the conative components of consumer behavior. Quantitative text-mining analysis allowed us to view every lemma of every review as a single factor for a deeper understanding of the phenomenon.

The research has enlarged the literature on museum consumer behavior. Behavioral intentions of museum visitors are affected by satisfaction dimensions, especially emotions felt; the esthetic dimension and museums’ surroundings affect consumers’ overall willingness to share positive emotions, while bad service quality and pricing policy make a visit to the museums less satisfying.

Managers can enhance their offerings and attract new consumers by identifying the satisfaction dimensions that influence their intentions to share positive emotions. The research findings can aid museums, tour agencies and government officials in developing targeted products and strategies to meet consumers’ expectations and promote urban tourism.

The research identified the dimensions that influence visitors’ willingness to share positive emotions through user-generated content in the context of museums. The study applies quantitative text analysis based on logit regression, which is a novel approach in the field of urban tourism research.

The purpose of this paper is, through an exploratory analysis, to identify good practices implemented by international museums in the phygital context and their classification in terms of customer experiences, in order to identify innovative cultural value creation and co-creation practices.

The authors adopt a qualitative approach of multiple case studies. The analysis conducted formed the information base through which to proceed with the classification of phygital customer experiences through the extended reality technologies framework

The analysis conducted on the selected international museums shows that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value.

The originality of this contribution lies in the comparative analysis proposed among the case studies to intercept best practices in the phygital field, in the classification of phygital experiences through a novel frame of reference and in the identification of prospects for improvement of an emerging phenomenon in the literature on cultural sector management.