This study explores the influence of holographic art on tourist experiences in museum environments using the SPACTOR model, a model conceptualized and blended by Stimulus-Organism-Response and PACT framework of Human-Computer Interaction, including people (user), activities (task), context (situation and environment), and technology (holographic technology). While holographic technology has been widely adopted across industries, its application in museum tourism remains underexplored. The research examines how holographic exhibitions impact tourist perceptions, engagement, and willingness to pay for museum visits. Specifically, the author employs the holographic artworks as stimulus at the presence of the participants the user (organism), aged from 18 through 60, with a sample of 400, formulating a context where holographic technology and human activities interplay, to elicit participants’ perceived trust, perceived enjoyment, perceived immersion and perceived cultural identity thus working out participants’ tourist intentions. Employing a quantitative approach, a pair of questionnaires is employed, emphasizing on evaluating how consumers are attracted by the holographic artworks and its impact on consumers’ tourist intentions in the post-pandemic. A Likert 7-point scale with values ranging differently from strongly agree to strongly disagree is employed to collect the data which is analyzed via SPSS. The research results reveal that the perceived experience of the participants, including perceived enjoyment, perceived trust, perceived immersions and perceived cultural identification as well as their interplay have a positive correlation with consumer’s tourist intentions.

Authors:
Minglun Zhang, University of Chester, United Kingdom

About the Presenter(s)
Mr. Minglun Zhang is currently a doctoral researcher at the University of Chester.

He is currently conducting a study on the impact of holographic art on the museum visitor experience.

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