Experiencing immersive virtual reality in museums

Virtual Reality (VR) has been regarded as a highly effective technology that enables people to gain enjoyable and immersive information about museum collections. Drawing from the four realms of the experience economy, we assume absorptive experiences influence immersive experiences, overall museum VR tour experience, and intention to visit a museum. The results show that all the hypotheses are supported. Furthermore, we compared and tested the proposed model and its rival model (postulating the direct influence of the four realms of the experience economy on museum VR experience) and found that the proposed model is better than the rival model.