The Effect of Virtual Reality Museum Experience on Visit Intention in the Context of Flow Theory: The Role of Hedonic and Utilitarian Values; [O Efeito da Experiência de Museu em Realidade Virtual na Intenção de Visita no Contexto da Teoria do Flow: O Papel dos Valores Hedónicos e Utilitários]

Paper Details

Authors: Berk O.N.; Tengilimoğlu E.; Celep E.

DOI: 10.18089/tms.20260202

Journal: Tourism and Management Studies

Year: 2026

Publisher: University of Algarve

Document Type: Article

Open Access: All Open Access; Gold Open Access

Cited by: 0

Abstract

Recently, there has been growing interest in virtual reality as an effective technology and marketing tool that allows individuals to experience museum exhibits in an interactive, immersive way. This study examines the impact of VR videos designed for museums on visit intentions, using flow theory and dual-path hedonic and utilitarian value, via a structural equation model. After watching the VR video designed for the Dolmabahçe Palace Museum, participants were asked to complete a questionnaire measuring their perceptions, attitudes and intentions. The results indicate that flow experience dimensions have a positive effect on both hedonic and utilitarian values, which, in turn, affect satisfaction and offline visit intention. It has been found that telepresence is more effective at enhancing hedonic value, while focused attention is more effective at enhancing utilitarian value. Furthermore, the hedonic value has a greater effect on satisfaction. In conclusion, VR videos designed for museums can help them attract more visitors. © (2026), (University of Algarve). All rights reserved.

Keywords

Cultural Heritage; Flow Theory; Hedonic Value; Museu; Museum; Palavras-chave: Realidade Virtual (RV); Património Cultural; Teoria do Flow; Utilitarian Value; Valor Hedónico; Valor Utilitarista; Virtual Reality (VR)

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