Leisure experience beyond individual: A novel group-centric model for visitors in living museums

This study develops and validates a novel model for understanding group visitor experience (VX) through the lens of the Serious Leisure Perspective by addressing a gap in research settings at living museums. Building on Pekarik’s individual-focused VX model, we employed a rigorous mixed-methods approach (voice recordings, photovoice, interviews) with four groups (n = 13). Five distinct VX dimensions emerged: object, learning, social, introspective experience, and engaging experiences. The findings emphasize social interaction as pivotal in group experiences. By providing a deeper understanding of group dynamics, this research offers insights into leisure, education, and tourism. Importantly, it enables the development of more enriching and satisfying group visits, aligning with the pursuit of deeply satisfying serious leisure experiences. This expanded VX model extends the scope of serious leisure research in museum contexts and offers practical insights to assist leisure institutions in formulating guidelines to enhance the VX during group visits to living museums.