The Effect of Virtual Reality Museum Experience on Visit Intention in the Context of Flow Theory: The Role of Hedonic and Utilitarian Values

Recently, there has been growing interest in virtual reality as an effective technology and marketing tool that allows individuals to experience museum exhibits in an interactive, immersive way. This study examines the impact of VR videos designed for museums on visit intentions, using flow theory and dual-path hedonic and utilitarian value, via a structural equation model. After watching the VR video designed for the Dolmabahçe Palace Museum, participants were asked to complete a questionnaire measuring their perceptions, attitudes and intentions. The results indicate that flow experience dimensions have a positive effect on both hedonic and utilitarian values, which, in turn, affect satisfaction and offline visit intention. It has been found that telepresence is more effective at enhancing hedonic value, while focused attention is more effective at enhancing utilitarian value. Furthermore, the hedonic value has a greater effect on satisfaction. In conclusion, VR videos designed for museums can help them attract more visitors.