From AR and VR Experience Quality to Revisit Intention: Cultural Pathways at the National Museum of China
Year: 2026
Type: article
Study design: Observational Study
Abstract: Immersive interpretation is increasingly used in museums, but the associations linking visitors’ digital experience evaluations with intentions to revisit a physical cultural institution remain unclear. This study distinguishes augmented reality (AR) and virtual reality (VR) experience quality and examines theoretically ordered associations involving perceived value, visitor satisfaction, place attachment, Chinese cultural identity, historical nostalgia, and revisit intention. Survey data from 520 Chinese adult visitors who had experienced both AR and VR displays at the National Museum of China were analyzed using partial least squares structural equation modeling. AR and VR experience quality were positively associated with perceived value, which was associated with satisfaction and place attachment. Place attachment was associated with Chinese cultural identity and historical nostalgia, and both were positively associated with revisit intention. Four sequential indirect associations were statistically different from zero but small in magnitude. Cultural involvement modestly strengthened the association between place attachment and Chinese cultural identity. These findings concern revisit intention and culturally oriented visitor responses; the single-time survey does not establish a temporal or causal process.
Source: Tourism and Hospitality
Authors: Zhiguo Gou, Songyu Jiang, Jirawan Deeprasert
Institution: Rajamangala University of Technology Rattanakosin
Language: English
Subfield: Museology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,448
OpenAlex ID: W7220974108