ABSTRACT

Although museum visitor experience and satisfaction have received growing attention in academic research, the impact of new elements of the museum service model, including AR and VR, on visitor experience and satisfaction remains an unexplored area of investigation. This paper aims to fill this gap in the literature by investigating how the innovation of museum service aspects (exhibition content, VR and AR, general organisation, and reception staff) can enhance visitor experiences and satisfaction, opening spaces for innovating museum service models. A quantitative survey methodology combining correlation analysis, Importance-Performance Analysis (IPA), descriptive statistics, and cluster analysis was conducted on a random sample of 739 museum visitors experiencing ‘The Ara It Was’ project at the Pacis Museum in Rome. Discussion and conclusions contribute to the debate on the disruptive power of AR and VR and its impact on service model innovation for cultural heritage museums. The paper proposes theoretical advances, has managerial implications for future improvements in museum management, and opens Museum 4.0 academic debate.

摘要

尽管博物馆游客体验和满意度在学术研究中越来越受到关注，但博物馆服务模式的新元素（包括 AR 和 VR）对游客体验和满意度的影响仍然是一个尚未探索的研究领域。本文旨在通过研究博物馆服务方面的创新（展览内容、VR 和 AR、一般组织和接待人员）如何提高游客体验和满意度，为创新博物馆服务模式打开空间，从而填补文献中的空白。一项结合相关分析、重要性-绩效分析 (IPA)、描述性统计和聚类分析的定量调查方法是对在罗马 Pacis 博物馆体验“The Ara It Was”项目的 739 名博物馆参观者的随机样本进行的。讨论和结论有助于讨论 AR 和 VR 的破坏力及其对文化遗产博物馆服务模式创新的影响。该论文提出了理论进步，对博物馆管理的未来改进具有管理意义，并开启了博物馆 4.0 学术辩论。