Do Presence and Authenticity in VR Experience Enhance Visitor Satisfaction and Museum Re‐Visitation Intentions?

Abstract

ABSTRACTThis study explores the impact of VR experiences in museums on visitor satisfaction and revisiting intentions, focusing on presence and authenticity perceptions. While VR as an educational tool does not directly affect VR satisfaction, its entertainment and esthetic value can foster re‐engagement with the technology. Moreover, the results indicate that satisfaction with the VR experience does not directly translate into museum revisit intentions. Visitors currently perceive VR as an additional feature rather than part of the exhibition program. The research underlines the need for early‐stage VR content development that integrates a stronger connection to original exhibits and promotes VR as a tool to boost interest and visits. Additionally, this study suggests that VR should aim to implement existential authenticity created through a sense of presence, rather than portraying objective authenticity.