Immersive Art Exhibitions: Sensory Intensity Effects on Visitor Satisfaction via Visitor Attention and Visitor Experience

The rise of multisensory-immersive technology has transformed visitor experiences in museums, yet a notable gap remains in distinguishing between immersive and traditional exhibitions. This study examines the added value of immersive exhibitions over traditional formats, specifically how sensory intensity influences experiential satisfaction. A survey of 356 participants who visited either a digital immersive exhibition rich in visual and auditory stimuli or a traditional art museum exhibition with limited sensory inputs (mainly by eyes) reveals that immersive experiences significantly enhance attention, experience, and overall satisfaction. The findings also suggest that visitor attention is a valuable extension to the experience economy model, with esthetic, entertainment, and escapism dimensions substantially contributing to satisfaction. The study highlights the importance of integrating sensory inputs to capture visitor attention, thereby extending the experience economy framework through an exploration of cause-and-effect relationships. Practical implications for museum management are discussed, offering insights for optimizing visitor engagement.