What Kind of Experience: User, Visitor, Customer or Stakeholder? Exploring the Concept of Experience in the Museum Context

This article focuses on the concept of experience in the museum context by examining how it is conceptualized and explored. Using a literature review, this study aims to synthesize existing research, with particular attention to the roles of various stakeholders and the integration of physical and digital touchpoints. Data for this study were collected from the Scopus and Web of Science databases. The findings reveal a scarcity of holistic, stakeholder-inclusive perspectives and limited attention to the complexity of the museum journey. While digital tools such as VR and social media have been widely discussed, broader frameworks for phygital experience creation are underdeveloped. This study highlights the need for future research that integrates managerial and multi-stakeholder viewpoints in both theoretical and empirical contexts.