Influence of Museum Experience Types Applying Metaverse Technology on Customer Visit Intention

This study empirically examined the relationship between visitors’experience types, images of museums perceived by visitors, and future intention to visit museums that provide experiences by applying metaverse technology. The results revealed that factors such as sensory, emotional, cognitive, behavioral, and relationship experiences had a significant positive effect on image and visit intention. In addition, the positive mediating effect of museum image was confirmed in the process of the metaverse museum experience type affecting the intention to visit. These results are significant because they provide various academic and practical implications through an in-depth analysis of the museum metaverse experience.