Title: Does digital technology improve the visitor experience? A comparative study in the museum context

Authors: Islam Elgammal; Marco Ferretti; Marcello Risitano; Annarita Sorrentino

Addresses: Department of Business Administration, University of Jeddah, King Fahd Road, Alfaysalya, Jeddah 21551, Saudi Arabia ' Department of Business Studies and Quantitative Methods, Parthenope University of Naples, Via Gen. Parisi, 13 – 80132, Naples, Italy ' Department of Business Studies and Quantitative Methods, Parthenope University of Naples, Pacanowski Campus, Room 410, Via Gen. Parisi, 13 – 80132, Naples, Italy ' Department of Business Studies and Quantitative Methods, Parthenope University of Naples, Via Gen. Parisi, 13 – 80132, Naples, Italy

Abstract: The purpose of this study is to verify the impact of visitor experience (VEX) on memorable experience, overall satisfaction and behavioural intentions, through an empirical study between a digital and a traditional museum. Findings reveal that in the case of the digital museum, VEX shows more satisfactory results in terms of memories and behavioural intentions. For museum managers, this study sheds light on the importance of creating an experiential cultural platform by visiting museums and providing evidence for the critical role of digital technology. Despite the richness of works on the tourism experience, few studies have investigated the VEX in museum management, and no study has analysed the impact of VEX on memorability, satisfaction and behavioural intentions when comparing traditional and digital museums. Therefore, this study is adding to the body of the knowledge in relation to this context and contributing to both theory and practice.

Keywords: VEX; visitor experience; memorable experience; overall satisfaction; behavioural intentions; MAV; virtual archaeological museum; Al Tayebat.

DOI: 10.1504/IJTP.2020.107197

International Journal of Tourism Policy, 2020 Vol.10 No.1, pp.47 - 67

Received: 07 Sep 2019
Accepted: 23 Jan 2020
Published online: 07 May 2020 *

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