Virtual museums, real impact: How aesthetics in VR shape visitor intention

Study explores how design, interactivity, and presence in non-immersive VR influence learning, enjoyment, and motivation to visit

Research Corner | A partnership between Macau Business and the Macao University of Tourism (UTM)

A research team from the Macao University of Tourism, City University of Hong Kong, and Hong Kong Polytechnic University has examined how non-immersive virtual reality (VR) experiences, meaning those accessed on computers or smartphones rather than headsets, affect museum visitors’ perceptions and intentions. Their study explores the role of aesthetics in shaping both practical learning outcomes and emotional engagement in cultural tourism.

The study, led by Penny Wan, Don Wu, Zhanyue Zhang, and Alan Cheng, surveyed 335 participants who explored the Hong Kong Railway Museum resorting to an online guided tour. The researchers applied the Stimulus–Organism–Response (S–O–R) model, coupled with an aesthetics framework, focusing on three design elements: interface design, interactivity, and presence.

Their findings showed that both design aesthetics (such as color, layout, and harmony of the interface) and presence (the sense of “being there”) significantly boosted the perception participants had of the VR tour’s utilitarian value (usefulness for learning and planning) and its hedonic value (fun and enjoyment). Consequently, these led to positive attitudes toward VR.

Surprisingly, interactivity, here considered the ability to click, zoom, and explore, was found to increase enjoyment but had no effect on participants’ perception of usefulness. This suggests that while playful interaction makes the experience more entertaining, it may not improve learning or practical understanding.

The study also confirmed that positive attitudes toward VR strongly predicted visitors’ intention to physically visit the museum. This highlights VR’s potential to convert virtual engagement into real-world cultural tourism.

Reimagining museums in the digital age

The findings contribute a new theoretical model which integrates aesthetics into the S–O–R framework, offering both scholarly and practical insights. For museums, the message is clear: visually appealing design and a strong sense of presence are crucial, but interactivity must be refined to deliver educational benefits that go beyond just entertainment.

The researchers recommend that museums should focus on upgrading visual and auditory quality, enhancing immersion, and redesigning interactivity to better support knowledge transfer. Doing so opens the chance for VR to act not only as a playful digital tool but also as a bridge to deeper engagement with cultural heritage.

– The researchers

Yim King Penny Wan is a Professor at the Faculty of Creative Tourism and Intelligent Technologies, Macao University of Tourism.

Don Wu is Assistant Professor at the Faculty of Creative Tourism and Intelligent Technologies, Macao University of Tourism.

Zhanyue Zhang is with the University of Houston, United States.

Wan Lok Alan Cheng is an Instructor at the Faculty of Innovative Hospitality Management, Macao University of Tourism.

– The paper

Wan, Y.K.P., Wu, D., Zhang, Z. & Cheng, W.L.A. (2024). Understanding of non-immersive virtual reality technology in the context of museums via the lens of stimulus–organism–response (S–O–R) and aesthetics frameworks. Current Issues in Tourism.