Iskustvo posjetitelja virtualnih muzeja u Republici Hrvatskoj

master's thesis

• Title (english): Visitor experience of virtual museums in Republic of Croatia
• Author: Tina Ljevak
• Mentor: Tanja Komarac (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Glavni ciljevi muzeja mijenjali su se kroz povijest. Nakon što su u početku bili institucije zatvorene za javnost, postali su poznati po svojoj misiji prenošenja znanja, te je educiranje posjetitelja dugi niz godina bio glavni fokus muzeja. Muzeje se danas može promatrati kroz ekonomiju iskustva koja se pojavila krajem 20. stoljeća.

Virtualni muzeji su dodatna usluga muzeja koja omogućuje posjetitelju da virtualno ''prošeće'' muzejom. Pod pojmom virtualne tehnologije smatraju se virtualne ture ili potpuno uronjenom VR tehnologijom. No, postoji više vrsta virtualne tehnologije koja se može koristiti i integrirati s fizičkim muzejima kako bi obogatila iskustvo posjetitelja. S obzirom na rast popularnosti virtualnih muzeja (između ostalog i pandemije COVIDa-19) relativno je malo dosadašnjih istraživanja posjetitelja virtualnih muzeja. Stoga je predmet diplomskog rada iskustvo posjetitelja virtualnih muzeja, a cilj rada je istražiti iskustvo posjetitelja virtualnih muzeja u Republici Hrvatskoj, naslanjajući se na prethodno istraţivanje Leopardi, Ceccacci, Mengoni, Naspetti, Gambelli, Ozturk i Zanolli (2021.) te dimenzije iskustva Pinea i Gilmorea (1999.).

Kvantitativnim istraživanjem prikupljeni su primarni podaci o iskustvima posjetitelja virtualnih muzeja. Kao instrument istraživanja korišten je anketni upitnik preuzet od Leopardi i sur. (2021). Istraživanje je provedeno na 113 ispitanika koji su posjetili barem jedan virtualni muzej. Istraživanjem se dobio dublji uvid u iskustvo posjetitelja virtualnih muzeja s naglaskom na dimenzije iskustva (1) zabavu, (2) obrazovanje, (3) estetiku te (4) bijeg od svakodnevice. Otkriveno je da je posjet virtualnom muzeju bio edukativan, te da su posjetitelji proširili svoje znanje i pobudili znatiželju. Dodano, iskustvo nije utjecalo na njihove osjećaje, ali bi ponovili iskustvo posjete virtualnom muzeju jer im je ponudilo nesvakidašnju zabavu. Posjet nije omogućio bijeg od stvarnosti, niti gubitak pojama o vremenu i prostoru. Zanimljiv nalaz istraživanja je u tome da su virtualni muzeji privlačni posjetiteljima, no posjet virtualnom muzeju nije bolji od posjeta fizičkom muzeju.

Abstract (english)

The main goals of the museum have changed throughout history. Initially, they were institutions closed to the public and became known for their mission of sharing knowledge. So, the education of visitors was the focus of the museums for many years. Museums today can be viewed through the experience economy that appeared at the end of the 20th century.

Virtual museums are an additional service that allows visitors to take a virtual ‘‘walk’’ through the museum. The term virtual technology refers to virtual tours or fully immersive VR technology. However, there are multiple types of virtual technologies that could be used and integrated with physical museums to enrich the visitor experience. Considering the growing popularity of virtual museums (among other things – the COVID-19 pandemic), there are relatively few studies of virtual museum visitors so far. Therefore, the subject of the thesis is the virtual museums' visitor experience. The aim is to investigate the experience of virtual museum visitors in the Republic of Croatia, relying on previous research by Leopardi, Ceccacci, Mengoni, Naspetti, Gambelli, Ozturk and Zanolli (2021) and the dimensions of the experience of Pine and Gilmore (1999).

Quantitative research was used to collect primary data on the experience of virtual museum visitors. A survey questionnaire from Leopardi et al. (2021). was used as a research instrument. The research was conducted on 113 respondents who visited at least one virtual museum. The research provides a deeper insight into the virtual museum visitors' experience with an emphasis on dimensions of experience: (1) entertainment, (2) education, (3) aesthetics and (4) escapism. It was found that visit to the virtual museum was educational and that the visitors expanded their knowledge and aroused their curiosity.
Additionally, the experience did not affect their feelings, but they would repeat the experience of visiting the virtual museum because it offered them an entertainment experience. The visit triggered an escapist experience and the sensation of loss, feeling of time and space. An interesting finding of the research is that while virtual museums are attractive, a virtual museum visit is not perceived as better than a visit to a physical museum.

• Keywords: muzeji; posjetitelji; virtualno iskustvo; virtualni muzeji; kultura i umjetnost
• Keywords (english): museums; visitors; virtual experience; virtual museums; arts and culture
• Language: croatian
• URN:NBN: urn:nbn:hr:148:968201
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-28 13:06:11