Understanding virtual museum visits: generation Z experiences

This paper aims to provide new insight into creating authentic Web-based virtual museum experiences by exploring positive and negative elements of the experiences of Web-based virtual museum visits performed by young (Generation Z) visitors. The Qualitative Diary Research (QDR) method was applied, encompassing 107 visits of web-based virtual museums from different countries. Results reveal that the visitors' orientation and moving, the technology used in virtual museums, and virtual exhibition and artefacts represent crucial factors for satisfaction. Time flexibility and lack of cost contribute to a better virtual museum experience. The absence of people in virtual museums and the lack of services such as museum e-shops and entertainment were found to be harmful elements in contributing to the better virtual museum experience. To the best of the authors' knowledge, this is the first paper that offers insights into Generation Z experiences of different Web-based virtual museums.