Mapping visitor experiences at museums: Research trends through bibliometric analysis

In the context of rapid cultural tourism development and digital transformation, museums have evolved beyond mere exhibition spaces to become dynamic environments for experience, education, and interaction. Effective experience design not only fosters active visitor engagement but also facilitates deeper connections with exhibited content, thereby enhancing both emotional and cognitive value. However, despite Vietnam’s extensive museum system, many institutions have yet to fully capitalize on experiential elements to attract visitors. Traditional, low-interaction displays with limited technological integration may diminish appeal, particularly among younger audiences. Consequently, investigating experience design solutions in museums is essential to enhancing their value in the digital era. This study employs bibliometric analysis to evaluate the body of research on museum experience design, utilizing data from Scopus and Web of Science (1998-2025). By incorporating the visualization tool VOSviewer, the study identifies key research trends, influential authors and institutions, as well as collaborative networks within the field. The research aims to clarify: (1) the primary research trends; (2) the most influential authors, institutions, and countries; (3) collaborative models among researchers; (4) the evolution of keywords related to the topic; and (5) research gaps and future development directions. In addition to mapping the current academic landscape, the study highlights the growing application of immersive technologies such as virtual and augmented reality in enhancing visitor engagement. Furthermore, it emphasizes the importance of interdisciplinary approaches and international collaboration in fostering innovation and inclusivity in museum experience design. These insights are crucial not only for advancing scholarly understanding but also for supporting museums in delivering meaningful, engaging, and sustainable experiences to diverse audiences in the digital age.