Virtual reality experience of museum visitors: A phenomenological research

The aim of this study is to examine how visitors of the Odunpazarı Modern Museum (OMM) perceive the virtual reality (VR) experience. Through a phenomenological design, data were collected by semi-structured interviews, the researcher's reflective diary, and document review techniques. Participants consist of twelve visitors and were selected through maximum variation and criterion-based purposeful sampling. Data were analyzed using the content analysis method. Findings were interpreted under the scope of four generated themes and were presented with direct quotations from the statements of participants. Findings show that visitors' decision to experience VR in the context of the museum is influenced by a certain pull and push factors. VR experience comprises of 11 dimensions; cognitive, emotional, perceptual/sensory, aesthetic, physical, hedonic, introspective, usability, marketing, recreational, and social. Visitors suggested three different options regarding the implementation of VR in the context of the museum; to be used with content other than the works of the museum, as a virtual museum, or in a way that enables the visitors to interact with the museum's works. Moreover, in terms of the museum experience of the visitors, some experimental outcomes of VR such as the intention to revisit and recommend, differentiation from other museums, satisfaction, perspective taking (cognitive empathy), intention to research, memorability, and word of mouth were determined.