Facilitated by emerging technologies, the immersive digital museum reflects disruptive innovation in today’s tourism experience and offers a multidimensional experience different from traditional museums. To better understand how visitors respond to this innovative form of digital tourism, the current research investigates visitor experiences at the digital museum and achieves a threefold goal. First, this research delineates a three-dimensional digital museum visitor experience, namely, joviality, personal escapism, and localness. Built on this experiential framework, the present research further affirms that visual and auditory cues are the most powerful multisensory cue combination in enhancing a holistic visitor experience at the digital museum. This study also finds that emotional state and sense of presence mediate the relations between the multisensory cues and visitors’ digital museum experiences. This research contributes to the conceptualization of a digital museum experience, and provides a foundation for the future research endeavor of the new generation of digital tourism.

在新兴技术的推动下，沉浸式数字博物馆反映了当今旅游体验的颠覆性创新，并提供了不同于传统博物馆的多维体验。为了更好地了解游客如何对这种创新的数字旅游形式做出反应，目前的研究调查了数字博物馆的游客体验并实现了三重目标。首先，这项研究描绘了一个三维数字博物馆游客体验，即快乐、个人逃避和地方性。在此体验框架的基础上，本研究进一步证实，视觉和听觉线索是增强数字博物馆整体游客体验的最强大的多感官线索组合。本研究还发现，情绪状态和临场感介导了多感官线索与参观者数字博物馆体验之间的关系。本研究有助于数字博物馆体验的概念化，并为新一代数字旅游的未来研究工作奠定基础。