Effect of Display Methods on Intentions to Use Virtual Reality in Museum Tourism

The application of virtual reality (VR) promises unique visitor experiences in museum tourism; however, the underlying characteristics of the experiences still need to be well-researched. This research used world-famous paintings (Vincent van Gogh's The Starry Night and Claude Monet's Water Lilies) as examples, combining flow theory and Stimulus-Organism-Response framework and using the experimental research method. The findings were: (1) the display methods of museum exhibits affected visitors' flow experience and intention to use VR; (2) flow experience had a significant mediating effect in the main effect, and (3) the familiarity with VR had a moderating effect on flow experience's mediating effect. The findings enriched the research literature on VR usage and display methods in museums, providing a theoretical reference and strategic suggestions for enterprises developing museum exhibits and applying VR technology.

Automated summary

This research used world-famous paintings as examples to study the application of virtual reality in museum tourism. The findings showed that the display methods of museum exhibits affected visitors' flow experience and intention to use VR. Flow experience had a significant mediating effect, and the familiarity with VR moderated the mediating effect. These findings contribute to the research literature on VR usage and display methods in museums and provide theoretical reference and strategic suggestions for enterprises.