Stimulating the visit of a physical museum through a virtual one

ABSTRACT

Museums are more than a place to preserve collections of pieces. They offer serious leisure activities that can be incremented by using virtual reality tools. Thus, this study aims to analyse (i) the effect of virtual atmospheric cues on serious leisure in a virtual museum environment, and (ii) the impact of serious leisure on the desire to visit the physical museum. Results demonstrated that virtual atmospheric cues exercise a significant effect on the perception of vividness and presence. Both vividness and presence influence serious leisure and this, in turn, affects serious leisure in a virtual museum environment.

KEYWORDS:

• Leisure activities
• serious leisure
• virtual reality
• virtual museums
• atmospheric cues

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Sandra Maria Correia Loureiro

Sandra Maria Correia Loureiro research interests include relationship marketing and all connections between marketing and technologies (VR, AR, AI). Her papers have been published in a variety of peer reviewed journals that include Journal of Marketing, Journal of Retailing, International Journal of Hospitality Management, Journal of Business Research, Euromed Journal of Business, or Online Information Review. Her work has also been presented at respected international conferences such as EMAC, ANZMAC, EuroMed, and KAMS-GMC. Sandra serves as a reviewer for several international journals and conferences and has participated in several research projects funded by the EU and FCT (Foundation for Science and Technology). She recently won several awards, such as: the 2012 Best Paper Premier Award presented by the Global Marketing Conference (comprised of EMAC, ANZMAC, KSMS, and the Japanese Association of Marketing), Highly Commended paper Award 2014 - 7^th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Highly Commended paper Award 2016 - 9^th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Best Paper Award 2016- ICCMI 2016. In 2017 and 2018 she also won high commended papers award from editor Emerald. Best paper award at the Fashion Management Conference 2019. Excellent Service Award 2021 Global Fashion Management Conference at Seoul-2021. Best Reviewer Award by Psychology & Marketing for the year 2021

David Rato

David Rato holds an undergraduate in management and he is a master’s in marketing candidate at Iscte. He has been a collaborator in diverse conferences dealing with tourism and technologies (e.g., VR, AR XR), as the 7^th International XR Conference.