Changing the Way We See the Museum

This article focuses on the use of immersive technologies as key enhancers of visitor experiences in museums. Using adoption theories and introducing the concepts of in-museum interactivity and smart retailing, the authors document the gap in the literature of museum digitalization and develop a conceptual model. The 279 answers of museum visitors were analyzed to test the model using SmartPLS software. The findings show that (1) smart retailing and in-museum interactivity directly and positively influence the adoption and use of immersive technologies in museums and that (2) gender and generational differences exist regarding adoption. This article offers a substantial contribution to academic research and to practitioners and museum managers as it provides a more comprehensive view of the process of the digitalization of museums.