A survey of 520 Chinese adult visitors who had experienced both AR and VR at the National Museum of China distinguished the quality of the two technologies and tested a culturally ordered path model. AR and VR experience quality were positively associated with perceived value, which was associated with satisfaction and place attachment. Place attachment was associated with Chinese cultural identity and historical nostalgia, and both were associated with revisit intention. Four sequential indirect associations differed statistically from zero but were small, while cultural involvement modestly strengthened the place-attachment–Chinese-identity association.
Key findings
- AR and VR experience quality were positively associated with perceived value, which was associated with both satisfaction and place attachment.
- Place attachment was associated with Chinese cultural identity and historical nostalgia, both of which were positively associated with revisit intention.
- Four sequential indirect associations were statistically different from zero but small, and cultural involvement only modestly strengthened the place-attachment–Chinese-identity path.
Why this matters globally
The study suggests museums should evaluate AR and VR beyond system smoothness by considering value, satisfaction, place attachment, and cultural meaning. This can inform digital interpretation that connects technology to collections and narratives rather than treating effects as standalone attractions. Evidence comes from one national museum in China and predicts intention, not observed return, so replication across museum types and cultures with behavioral follow-up is needed before adopting universal design rules.
Thai researcher contribution
Zhiguo Gou, Songyu Jiang, and Jirawan Deeprasert share an affiliation with the Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom. The Thai institution contributed to model development, analysis, and interpretation of a Chinese museum case. This demonstrates cross-border tourism and consumer-research capacity, but the participants were in China and do not establish how Thai museum visitors respond.
Limitations to consider
A one-time survey cannot establish the temporal or causal order specified by the model. All constructs were self-reported in one instrument, creating possible common-method and social-desirability bias. Requiring experience with both AR and VR excludes nonusers, people facing access barriers, and dropouts. The sample came from one museum and measured revisit intention rather than ticketed return. Sequential indirect associations were small, and the publisher marked the paper early access with complete PDF, HTML, and XML not yet available when checked.