Virtual Reality in Museums: Does It Promote Visitor Enjoyment and Learning?

Museums have shown keen interest in providing XR experiences, in particular, augmented reality (AR) and virtual reality (VR), as part of their exhibitions. However, little is known about how visitors feel about such experiences and how exposure to them affects visitor interest in topics. In this study, the authors conducted a pre/post-usage survey among visitors at a museum with VR installation. Four research models were compared to determine the most suitable model for studying gratifications. Our results showed that visitors expect to be entertained, yet they are less entertained than expected. VR provides positive learning effects, and scholars can rely on post-usage measures to assess the experience.