Designing for Immersion How Narrative Strategies Shape Visitor Experience in Chinese Revolutionary Heritage Museums
Description
Immersive experience has become a central concern in contemporary museum exhibition design. While many studies have examined the role of digital technologies in facilitating immersion, less attention has been paid to the psychological mechanisms by which narrative strategies influence visitor engagement, especially in the context of non-fictional cultural heritage. This study explores how three key narrative strategies shape immersive experiences and further impact museum visitors' cultural identification and revisit intention. Drawing on narrative transportation theory, we developed a structural equation model and tested it using 416 valid survey responses collected from three revolutionary heritage museums in Hubei Province, China. Results indicate that all three narrative strategies significantly enhance visitors' narrative immersion, which in turn positively predicts both cultural identification and revisit intention.
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Institutions
- Universiti Sains Malaysia