Immersive Museums in the Digital Age: Exploring the Impact of Virtual Reality on Visitor Satisfaction and Loyalty

In the digital era, virtual reality (VR) technology has revolutionized the museum experience, redefining how visitors engage with cultural artifacts and exhibits. This research investigates the profound impact of VR on museums, specifically focusing on its influence on visitor satisfaction, loyalty, and the democratization of cultural heritage. By combining the information systems (IS) success model, flow theory, and the Customer Satisfaction Index (CSI) model, this study offers a comprehensive framework to analyze the complex dynamics of VR integration within museums. The findings reveal that visitor satisfaction and loyalty are closely linked to the quality of information, system functionality, and aesthetic appeal in VR-enhanced museum spaces. Flow experience serves as a mediating factor, elucidating the psychological underpinnings of visitor engagement and the attainment of positive outcomes. By evaluating dimensions such as information quality (IQ), system quality (SQ), aesthetic quality (AQ), flow experience (FE), visitor satisfaction (VS), and visitor loyalty (VL), this research provides practical recommendations for museums seeking to thrive in the digital age. Also, the study explores the global accessibility facilitated by VR, making cultural collections accessible to diverse audiences and expanding the influence of museums worldwide. The research emphasizes the importance of information systems management and marketing strategies in maximizing the benefits of VR-enhanced museum experiences, ultimately leading to greater visitor satisfaction. This study contributes to the theoretical understanding of VR's impact on museums and calls for strategic interventions to ensure the continued relevance and growth of museums in the digital era.