Exploring the Digital Atmosphere of Museums: Perspectives and Potential

This paper contributes to the field of museum and visitor experience in terms of atmosphere by discussing the "museum digital atmosphere" or MDA, a notion that has been introduced and found across museums in Greece. Research on museum atmospherics has tended to focus on physical museum spaces and exhibits. By "atmosphere", we mean the emotional state that is a result of public response adding to the overall museum experience. The MDA is therefore studied as the specific emotional state caused by the use of digital applications and technologies. The stimulus-organism-response or SOR model is used to define the MDA, so as to confirm and reinforce the concept. To that end, a qualitative methodological approach is used; we conduct semi-structured interviews and evaluate findings via content analysis. The sample consists of 17 specialists and professionals from the field, namely museologists, museographers, museum managers, and digital application developers working in Greek museums. Ultimately, this research uses the SOR model to reveal the effect of digital tools on the digital atmosphere in Greek museums. It also enriches the SOR model with additional concepts and emotions taken from real-life situations, adding new categories of variables. This research provides the initial data and knowledge regarding the concept of the MDA, along with its importance.