Sensory cues as transformative tools in driving inclusion: insights from visitors and managerial perspectives

Museum visits are inherently multisensory, however, systematic research on leveraging sensory design to enrich experiences and tackle managerial challenges–particularly inclusion–remains scarce. This research investigates how strategically aligned sensory cues can enhance visitor engagement while providing insights for inclusive, effective museum management practices. Study 1 employed an experiment where participants viewed a painting under four conditions (no cues, music, scent, or both), each designed to ensure sensory congruence. Text mining showed that sensory cues shifted evaluations from neutral (interesting) to restorative (relaxing, fascinating) and cognitive (attentive, inspiring). Specifically, music enhanced broad appeal (fun), and scent emphasized distinctiveness (special). Despite variations, sensory experiences generally remained multidimensional. Study 2 involved semi-structured interviews with museum professionals to examine sensory cues as transformative tools for inclusion. Using the Ladder of Inclusive Innovation framework, it identified key challenges and antecedents. This research highlights critical gaps and provides insights for inclusive, sensory-based visitor engagement.