Transformation in the Digital Age: Factors Influencing Visitor Engagement in Virtual Museums

Virtual reality is a disruptive innovation for accelerating the digital transformation of museums; however, its potential is not fully understood due to the complexity of technology, destinations, and visiting tasks. We proposed a model to assess visitor engagement in virtual reality museums from a fit-viability perspective, and tested it using a questionnaire survey of 316 individuals in China. We conducted a partial least squares analysis using structural equation modeling. The results indicated that visit-technology fit dimensions—human-computer interaction, social interaction, and entertainment—influenced the hedonic experience of virtual museums, which in turn influenced visitors’ engagement. Moreover, destination-technology fit dimensions, namely accessibility, education, and iconicity, influenced the vicarious authenticity of virtual museums, which in turn influenced hedonic experience and thus promoted visitor engagement in virtual museums. The study contributes to the literature and has implications for enhancing the experience of virtual museums.