The Impact of Using Virtual Reality (VR) and Augmented Reality (AR) on Museum Marketing to Enhance Visitors' Engagement, Enjoyment, and Experience

Authors

  • Foued Benghadbane Institute of Management of the Urban Techniques, University of Oum El Bouaghi, Algeria.
  • Hamzah Khawaldah Department of Humanities, College of Arts and Sciences, Qatar University.
  • Barween Al Kurdi 3Department of Marketing, School of Business, The University of Jordan, Amman, Jordan.
  • Nidal Alzboun The University of Jordan, School of Arts.

DOI:

https://doi.org/10.64251/ijmmi.78

Keywords:

Museum Marketing, Virtual Reality, Augmented Reality, Flow state, Immersion, Experience, Enjoyment

Abstract

This study examines how virtual reality (VR) and Augmented Reality (AR) could influence museum marketing, with an emphasis on how using both can improve visitors’ engagement, enjoyment and experience. To be more precise, this study explores how using AR/VR influence visitors’ behaviours through engagement, enjoyment and experience through employing both immersion and flow stat. Through such employment, these technologies help to make museums business and marketing more dynamic and appealing. The study collected the primary data from to test the study model and test the study hypotheses. More information will be found about the study main constructs, literature review, methodology and results discussion. The main results indicate that both AR and VR might be used to enhance modernise museum visiting through boosting visitors’ visits and revisits.

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Published

2025-06-30

How to Cite

Benghadbane, F., Khawaldah, H., Al Kurdi, B., & Alzboun, N. (2025). The Impact of Using Virtual Reality (VR) and Augmented Reality (AR) on Museum Marketing to Enhance Visitors’ Engagement, Enjoyment, and Experience. International Journal of Management and Marketing Intelligence, 2(2), 60–70. https://doi.org/10.64251/ijmmi.78

Issue

Vol. 2 No. 2 (2025)

Section

Articles