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Visitor Experience and Virtual Museums: An Analysis of Museum Websites

Year 2023, Volume: 16 Issue: 2, 235 - 266, 15.10.2023
https://doi.org/10.18094/josc.1295839

Abstract

Museums, which play an important role in the transfer of cultural heritage, operate in online environments as well as in the real environment with digitalization. Especially considering the studies in the field of experiential marketing, the main theme of this study is the evaluation of websites, which are online and defined as virtual museums, in the context of design factors affecting museum visitor experience elements. In the study, which was conducted with a descriptive research model, after reviewing the literature on the virtual museum phenomenon and user/visitor experience concepts that we encounter on the websites of museums that are transforming under the influence of digitalization, the dimensions of experience and the dimensions of website design elements with high user satisfaction were examined through comparative content analysis. The analyzed virtual museums were evaluated by five researchers experienced in website analysis in five main categories: interactivity, adaptation/personalization, virtual museum design elements and aesthetics, security and privacy, and presentation of information, education and entertainment elements. A purposive sampling method was used in the study, and publicly operating virtual museum websites from Turkey and around the world were analyzed.

References

  • Albert, T. C., & Sanders, W. B. (2003). E-business marketing. Pearson Education, Inc.
  • Altındiş, S., & Ergin, A. (2018). Araştırma evreni ve örneklem. Ş. Arslan (Dü.) içinde, Sosyal Bilimlerde Araştırma Yöntemleri Nice, Nitel ve Karma Tasarımlar için Bir Rehber (s. 81-104). Eğitim Yayınevi.
  • Anton, M., Nicolae, G., Moldoveanu, A., & Balan, O. (2018). Virtual museums-technologies, opportunities and perspectives. Revista Romana de Interactiune Om-Calculator, 11(2), s. 127-144. 03 24, 2023 tarihinde http://rochi.utcluj.ro/rrioc/en/rrioc-2018- 2.html#Virtual_museums-technologies_opportunities_and_perspectives adresinden alındı
  • Baloğlu, B. (2009). Sosyal bilimlerde araştırma yöntemi. Der Yayınları.
  • Başer, E., & Akıncı, S. (2020). Kullanıcı deneyimi ve kişiselleştirme bağlamında bir dijital platform incelemesi. Selçuk İletişim Dergisi, 13(2), s. 866-897. https://doi.org/10.18094/JOSC.688523
  • Bessadeg, F. (2022, July 6). Top 20 Most Visited Museums in the World. March 1, 2023 tarihinde Travelness: https://travelness.com/most-visited-museums-in-the-world adresinden alındı
  • Bodnár, D. S. (2019). Escapism or active involvement? A dimension of museum visitor experience. Vezetéstudomány-Budapest Management Review, 50(11), s. 18-36. https://doi.org/https://doi.org/10.14267/VEZTUD.2019.11.02
  • British Museum. (tarih yok). https://www.britishmuseum.org/ adresinden alındı
  • Chertoff, D. B., Goldiez, B., & LaViola, J. J. (2010). Virtual experience test: A virtual environment evaluation questionnaire. IEEE Virtual Reality Prodeedings Book (s. 103-110). IEEE. https://doi.org/https://doi.org/10.1109/VR.2010.5444804
  • Dirsehan, T. (2012). Analyzing museum visitor experiences and post experience dimensions using SEM. Boğaziçi Journal Review of Social, Economic and Administrative Studies, 26(1), s. 103-125. https://doi.org/http://doi.org/10.21773/boun.26.1.6
  • Elgammal, I., Ferretti, M., Risitano, M., & Sorrentino, A. (2020). Does digital technology improve the visitor experience? A comparative study in the museum context. International Journal of Tourism Policy, 10(1), s. 47-67. https://doi.org/https://doi.org/10.1504/IJTP.2020.107197
  • F-MU.S.EU.M. (2009). The structure of the virtual museum concepts and definitons. http://cagdasmuzebilim.ankara.edu.tr/: http://cagdasmuzebilim.ankara.edu.tr/wpcontent/uploads/sites/384/2015/12/EURO-INNOVANET-Virtual-museum-concept-andstructure.pdf adresinden alındı
  • Goulding, C. (2000). The museum environment and the visitor experience. European Journal of Merketing, 34(3/4), s. 261-278. https://doi.org/https://doi.org/10.1108/03090560010311849
  • ICOM. (2022, August 24). Museum Definition. (ICOM) March 1, 2023 tarihinde International Council of Museums: https://icom.museum/en/resources/standards-guidelines/museum-definition/ adresinden alındı
  • Kabassi, K. (2017). Evaluating websites of museums: State of the art. Journal of Cultural Heritage, 24, s. 184-196. https://doi.org/http://dx.doi.org/10.1016/j.culher.2016.10.016
  • Karakaya, A., & Ay, F. (2007, May). Çalışanların motivasyonunu etkileyen faktörler: Sağlık çalışanlarına yönelik bir araştırma. C. Ü. Sosyal Bilimler Dergisi, 31(1), s. 55-67.
  • Lapatovska, I. (2015). Museum website features, aesthetics, and visitors' impressions: A case study of four museums. Museum Management and Curatorship, 30(3), s. 131-207. https://doi.org/https://doi.org/10.1080/09647775.2015.1042511
  • Leighton, D. (2007). Step back in time and live the legend: experiential marketing and the heritage sector. International Journal of Nonprofit and Voluntary Sector Marketing, 12, s. 117-125. https://doi.org/DOI:10.1002/nvsm.288
  • Met Museum. (tarih yok). https://www.metmuseum.org/ adresinden alındı
  • Özel Müzeler. (tarih yok). T.C. Kültür ve Turizm Bakanlığı: https://kvmgm.ktb.gov.tr/TR-135633/ozelmuzeler.html adresinden alındı
  • Pera Müzesi. (tarih yok). https://www.peramuzesi.org.tr/ adresinden alındı
  • Petkus Jr, E. (2004). Enhancing the application of experiential marketing in the arts. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), s. 49-56. https://doi.org/https://doi.org/10.1002/nvsm.232
  • Pine, B. J., & Gilmore, J. H. (1998, July-August). Welcome to the experience economy. Harward Business Review, 76(4), s. 97-105.
  • Pivec, M., & Kronberger, A. (2016). Virtual museum: Playful visitor experience in the real and virtual world. Proceeding Book. IEEE. https://doi.org/https://doi.org/10.1109/VSGAMES.2016.7590376
  • Psikoloji Nedir? (tarih yok). http://www.frmcuk.com: http://www.frmcuk.com/psikoloji-nedirt29199.html?s=9444df1e70b2b8a8d97abb474251edae&amp) adresinden alındı
  • Rahmi Koç Müzeleri. (tarih yok). http://www.rmk-museum.org.tr/ankara/ana-sayfa adresinden alındı
  • Sanal Müze. (tarih yok). Kültür Varlıkları ve Müzeler Genel Müdürlüğü: https://sanalmuze.gov.tr/ adresinden alındı
  • Schmitt, B. (1999). Experiental marketing. Journal of Marketing Management, 15, s. 53-67. https://doi.org/https://doi.org/10.1362/026725799784870496
  • Schweibenz, W. (2004). Virtual museums: the development of virtual museums. ICOM News, 3, s. 3. March 21, 2023 tarihinde https://www.researchgate.net/profile/WernerSchweibenz/publication/2402 96250_The_Development_of_Virtual_Museums/links/5862304c08aebf17d3950d65/TheDevelopment-of-Virtual-Museums.pdf. adresinden alındı
  • Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shaping e-retailer's website personality: the importance of experiential marketing. Journal of Retailing and Consumer Services, 20, s. 102-110. https://doi.org/https://doi.org/10.1016/j.jretconser.2012.10.011
  • Sundar, S. S., Go, E., Kim, H. S., & Zhang, B. (2015). Communicating art, virtually! Psychological effects of technological affordances in a virtual museum. International Journal of Human-Computer Interaction, 31, s. 385-401. https://doi.org/https://doi.org/10.1080/10447318.2015.1033912
  • Sylaiou, S., Kasapakis, V., Dzardanova, E., & Gavalas, D. (2018). Leveraging mixed reality technologies to enhance museum visitor experiences. International Conference on Intelligent Systems (IS), (s. 595- 601). Funchal, Portugal. https://doi.org/https://doi.org/10.1109/IS.2018.8710530
  • Sylaiou, S., Killintzis, V., Paliokas, I., Mania, K., & Patias, P. (2014). Usability evaluation of virtual museums’interfaces visualization technologies. R. Shumaker, & S. Lackey (Dü) içinde, Virtual, Augmented and Mixed Reality. Applications of Virtual and Augmented Reality. VAMR 2014. Lecture Notes in Computer Science (Cilt 8526). Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-07464-1_12
  • Tarssanen, S., & Kylänen, M. (2009). What is an experience ? S. Tarssanen (Dü.) içinde, Handbook for experience stagers (s. 8-16). LEO, Lapland Center of Expertise for the Experience Industry.
  • Trunfio, M., Lucia, M. D., Campana, S., & Magnelli, A. (2022). Innovating the cultural heritage museum service model through virtual reality and augmented reality: the effects on the overall visitor experience and satisfaction. Journal of Heritage Tourism, 17(1), s. 1-19. https://doi.org/https://doi.org/10.1080/1743873X.2020.1850742
  • Webb, H. W., & Webb, L. A. (2004). Sitequal: An integrated measure of website quality. The Journal of Enterprise Information Management, 17(6), s. 430-440. https://doi.org/https://doi.org/10.1108/17410390410566724
  • Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality, 18(6), s. 482-495. https://doi.org/DOI 10.1108/09596110610681520
  • Wu, H., Aİ, C., & Cheng, C. (2020). Virtual reality experiences, attachment and experiential outcomes in tourism. Tourism Review, 75(3), s. 481-495. https://doi.org/10.1108/TR-06-2019-0205

Ziyaretçi Deneyimi ve Sanal Müzeler: Müzelerin Web Sitelerine Yönelik Bir Analiz

Year 2023, Volume: 16 Issue: 2, 235 - 266, 15.10.2023
https://doi.org/10.18094/josc.1295839

Abstract

Kültürel mirasın aktarılmasında önemli rol oynayan müzeler, dijitalleşmeyle birlikte gerçek ortamın yanı sıra çevrimiçi ortamlarda da faaliyet göstermektedir. Özellikle deneyimsel pazarlama alanındaki çalışmalar dikkate alındığında çevrimiçi ortamda bulunan ve sanal müze olarak tanımlanan web sitelerinin, müze ziyaretçi deneyimi unsurlarına etki eden tasarım faktörleri bağlamında değerlendirilmesi bu çalışmanın ana temasını oluşturmaktadır. Tanımlayıcı (betimleyici) araştırma modeli ile gerçekleştirilen çalışmada, dijitalleşmenin etkisinde dönüşüm geçiren müzelerin web sitelerinde karşımıza çıkan sanal müze olgusu ve kullanıcı/ziyaretçi deneyimi kavramlarına yönelik literatür taraması aktarıldıktan sonra, deneyime yönelik boyutlar ve kullanıcı memnuniyeti yüksek internet sitesi tasarım unsurlarına yönelik boyutlar karşılaştırmalı bir içerik analizi ile incelenmiştir. Analize tabi tutulan sanal müzeler web sitesi analizinde deneyimli beş araştırmacı tarafından; etkileşimlilik, uyarlama/kişiselleştirme, sanal müze tasarım unsurları ve estetiği, güvenlik ve kişisel gizlilik ile bilgi, eğitim ve eğlence unsurlarının sunumu olmak üzere beş ana kategoride değerlendirilmiştir. Amaçlı örneklem yöntemi kullanılan araştırmada Türkiye’den ve dünyadan kamuya açık olarak faaliyet gösteren sanal müze web siteleri ele alınmıştır.

References

  • Albert, T. C., & Sanders, W. B. (2003). E-business marketing. Pearson Education, Inc.
  • Altındiş, S., & Ergin, A. (2018). Araştırma evreni ve örneklem. Ş. Arslan (Dü.) içinde, Sosyal Bilimlerde Araştırma Yöntemleri Nice, Nitel ve Karma Tasarımlar için Bir Rehber (s. 81-104). Eğitim Yayınevi.
  • Anton, M., Nicolae, G., Moldoveanu, A., & Balan, O. (2018). Virtual museums-technologies, opportunities and perspectives. Revista Romana de Interactiune Om-Calculator, 11(2), s. 127-144. 03 24, 2023 tarihinde http://rochi.utcluj.ro/rrioc/en/rrioc-2018- 2.html#Virtual_museums-technologies_opportunities_and_perspectives adresinden alındı
  • Baloğlu, B. (2009). Sosyal bilimlerde araştırma yöntemi. Der Yayınları.
  • Başer, E., & Akıncı, S. (2020). Kullanıcı deneyimi ve kişiselleştirme bağlamında bir dijital platform incelemesi. Selçuk İletişim Dergisi, 13(2), s. 866-897. https://doi.org/10.18094/JOSC.688523
  • Bessadeg, F. (2022, July 6). Top 20 Most Visited Museums in the World. March 1, 2023 tarihinde Travelness: https://travelness.com/most-visited-museums-in-the-world adresinden alındı
  • Bodnár, D. S. (2019). Escapism or active involvement? A dimension of museum visitor experience. Vezetéstudomány-Budapest Management Review, 50(11), s. 18-36. https://doi.org/https://doi.org/10.14267/VEZTUD.2019.11.02
  • British Museum. (tarih yok). https://www.britishmuseum.org/ adresinden alındı
  • Chertoff, D. B., Goldiez, B., & LaViola, J. J. (2010). Virtual experience test: A virtual environment evaluation questionnaire. IEEE Virtual Reality Prodeedings Book (s. 103-110). IEEE. https://doi.org/https://doi.org/10.1109/VR.2010.5444804
  • Dirsehan, T. (2012). Analyzing museum visitor experiences and post experience dimensions using SEM. Boğaziçi Journal Review of Social, Economic and Administrative Studies, 26(1), s. 103-125. https://doi.org/http://doi.org/10.21773/boun.26.1.6
  • Elgammal, I., Ferretti, M., Risitano, M., & Sorrentino, A. (2020). Does digital technology improve the visitor experience? A comparative study in the museum context. International Journal of Tourism Policy, 10(1), s. 47-67. https://doi.org/https://doi.org/10.1504/IJTP.2020.107197
  • F-MU.S.EU.M. (2009). The structure of the virtual museum concepts and definitons. http://cagdasmuzebilim.ankara.edu.tr/: http://cagdasmuzebilim.ankara.edu.tr/wpcontent/uploads/sites/384/2015/12/EURO-INNOVANET-Virtual-museum-concept-andstructure.pdf adresinden alındı
  • Goulding, C. (2000). The museum environment and the visitor experience. European Journal of Merketing, 34(3/4), s. 261-278. https://doi.org/https://doi.org/10.1108/03090560010311849
  • ICOM. (2022, August 24). Museum Definition. (ICOM) March 1, 2023 tarihinde International Council of Museums: https://icom.museum/en/resources/standards-guidelines/museum-definition/ adresinden alındı
  • Kabassi, K. (2017). Evaluating websites of museums: State of the art. Journal of Cultural Heritage, 24, s. 184-196. https://doi.org/http://dx.doi.org/10.1016/j.culher.2016.10.016
  • Karakaya, A., & Ay, F. (2007, May). Çalışanların motivasyonunu etkileyen faktörler: Sağlık çalışanlarına yönelik bir araştırma. C. Ü. Sosyal Bilimler Dergisi, 31(1), s. 55-67.
  • Lapatovska, I. (2015). Museum website features, aesthetics, and visitors' impressions: A case study of four museums. Museum Management and Curatorship, 30(3), s. 131-207. https://doi.org/https://doi.org/10.1080/09647775.2015.1042511
  • Leighton, D. (2007). Step back in time and live the legend: experiential marketing and the heritage sector. International Journal of Nonprofit and Voluntary Sector Marketing, 12, s. 117-125. https://doi.org/DOI:10.1002/nvsm.288
  • Met Museum. (tarih yok). https://www.metmuseum.org/ adresinden alındı
  • Özel Müzeler. (tarih yok). T.C. Kültür ve Turizm Bakanlığı: https://kvmgm.ktb.gov.tr/TR-135633/ozelmuzeler.html adresinden alındı
  • Pera Müzesi. (tarih yok). https://www.peramuzesi.org.tr/ adresinden alındı
  • Petkus Jr, E. (2004). Enhancing the application of experiential marketing in the arts. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), s. 49-56. https://doi.org/https://doi.org/10.1002/nvsm.232
  • Pine, B. J., & Gilmore, J. H. (1998, July-August). Welcome to the experience economy. Harward Business Review, 76(4), s. 97-105.
  • Pivec, M., & Kronberger, A. (2016). Virtual museum: Playful visitor experience in the real and virtual world. Proceeding Book. IEEE. https://doi.org/https://doi.org/10.1109/VSGAMES.2016.7590376
  • Psikoloji Nedir? (tarih yok). http://www.frmcuk.com: http://www.frmcuk.com/psikoloji-nedirt29199.html?s=9444df1e70b2b8a8d97abb474251edae&amp) adresinden alındı
  • Rahmi Koç Müzeleri. (tarih yok). http://www.rmk-museum.org.tr/ankara/ana-sayfa adresinden alındı
  • Sanal Müze. (tarih yok). Kültür Varlıkları ve Müzeler Genel Müdürlüğü: https://sanalmuze.gov.tr/ adresinden alındı
  • Schmitt, B. (1999). Experiental marketing. Journal of Marketing Management, 15, s. 53-67. https://doi.org/https://doi.org/10.1362/026725799784870496
  • Schweibenz, W. (2004). Virtual museums: the development of virtual museums. ICOM News, 3, s. 3. March 21, 2023 tarihinde https://www.researchgate.net/profile/WernerSchweibenz/publication/2402 96250_The_Development_of_Virtual_Museums/links/5862304c08aebf17d3950d65/TheDevelopment-of-Virtual-Museums.pdf. adresinden alındı
  • Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shaping e-retailer's website personality: the importance of experiential marketing. Journal of Retailing and Consumer Services, 20, s. 102-110. https://doi.org/https://doi.org/10.1016/j.jretconser.2012.10.011
  • Sundar, S. S., Go, E., Kim, H. S., & Zhang, B. (2015). Communicating art, virtually! Psychological effects of technological affordances in a virtual museum. International Journal of Human-Computer Interaction, 31, s. 385-401. https://doi.org/https://doi.org/10.1080/10447318.2015.1033912
  • Sylaiou, S., Kasapakis, V., Dzardanova, E., & Gavalas, D. (2018). Leveraging mixed reality technologies to enhance museum visitor experiences. International Conference on Intelligent Systems (IS), (s. 595- 601). Funchal, Portugal. https://doi.org/https://doi.org/10.1109/IS.2018.8710530
  • Sylaiou, S., Killintzis, V., Paliokas, I., Mania, K., & Patias, P. (2014). Usability evaluation of virtual museums’interfaces visualization technologies. R. Shumaker, & S. Lackey (Dü) içinde, Virtual, Augmented and Mixed Reality. Applications of Virtual and Augmented Reality. VAMR 2014. Lecture Notes in Computer Science (Cilt 8526). Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-07464-1_12
  • Tarssanen, S., & Kylänen, M. (2009). What is an experience ? S. Tarssanen (Dü.) içinde, Handbook for experience stagers (s. 8-16). LEO, Lapland Center of Expertise for the Experience Industry.
  • Trunfio, M., Lucia, M. D., Campana, S., & Magnelli, A. (2022). Innovating the cultural heritage museum service model through virtual reality and augmented reality: the effects on the overall visitor experience and satisfaction. Journal of Heritage Tourism, 17(1), s. 1-19. https://doi.org/https://doi.org/10.1080/1743873X.2020.1850742
  • Webb, H. W., & Webb, L. A. (2004). Sitequal: An integrated measure of website quality. The Journal of Enterprise Information Management, 17(6), s. 430-440. https://doi.org/https://doi.org/10.1108/17410390410566724
  • Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality, 18(6), s. 482-495. https://doi.org/DOI 10.1108/09596110610681520
  • Wu, H., Aİ, C., & Cheng, C. (2020). Virtual reality experiences, attachment and experiential outcomes in tourism. Tourism Review, 75(3), s. 481-495. https://doi.org/10.1108/TR-06-2019-0205
There are 38 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies (Other)
Journal Section Research Articles
Authors

Sinem Yeygel Çakır 0000-0003-3947-1275

Işıl Karpat Aktuğlu 0000-0003-2493-5866

Publication Date October 15, 2023
Submission Date May 11, 2023
Published in Issue Year 2023 Volume: 16 Issue: 2

Cite

APA Yeygel Çakır, S., & Karpat Aktuğlu, I. (2023). Ziyaretçi Deneyimi ve Sanal Müzeler: Müzelerin Web Sitelerine Yönelik Bir Analiz. Selçuk İletişim, 16(2), 235-266. https://doi.org/10.18094/josc.1295839