Measuring the impact of functional and experiential mixed reality elements on a museum visit

Abstract

ABSTRACT Although research on the impact of new realities on museum experience is receiving increasing attention, it remains mainly conceptual in nature and measuring the impact of mixed reality on a museum visit is still in its infancy. This paper attempts to shed light on this topic by applying the visitor experience model for mixed reality, which measures how 23 functional and experiential elements have been reshaping a traditional museum visit, enhancing visitor satisfaction. The empirical analysis interests ‘The Ara As It Was’, a mixed reality project installed in the iconic Ara Pacis Museum in Rome (Italy), an expression of Roman history and unique on the Italian and international panorama. The findings and conclusions open up new scenarios for future research on immersive museum experiences, combining cultural heritage with technological innovation. They suggest managerial implications to combine authenticity and innovation in the museum, generating unique experiences and redefining museum service models.