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Although a growing body of research has examined the application of digital
technologies in museums, existing studies have primarily focused on technological
implementation and visitor experience enhancement. Comparatively less attention has
been paid to how these technologies shape the perceptions and cognitive engagement of
Generation Z. In particular, there remains a lack of integrative perspectives that connect
specific technological applications with the behavioral and cognitive characteristics of
Gen Z. Furthermore, the increasing reliance on digital technologies raises critical concerns
regarding the balance between technological innovation and the authenticity of cultural
interpretation. While immersive technologies can enhance engagement, they may also
lead to superficial interaction or reduced depth of reflection if not carefully designed.
Against this background, this study aims to examine the perceptions of Generation
Z toward museums in the context of digital transformation and artificial intelligence.
Specifically, the study addresses the following research questions:
1. How does Generation Z perceive the role of museums in the digital era?
2. How do emerging technologies such as AI, VR, and AR influence the perception
and engagement of Gen Z with museum experiences?
Using a structured literature review approach, this study contributes by synthesizing
existing research to develop an integrated analytical perspective linking technological
applications, visitor engagement, and the cognitive characteristics of Generation Z. By
clarifying these relationships, the study provides both theoretical insights into digital
museum experiences and practical implications for designing meaningful, technology-
enhanced cultural environments.
2. Literature review and theoretical background
2.1. Digital transformation in museums
The rapid advancement of digital technologies has significantly reshaped the ways
museums manage collections, present heritage, and interact with visitors. Early studies
on museum digital transformation primarily focused on digitisation, referring to the
process of converting physical artefacts, documents, and catalogues into digital formats
for preservation and accessibility (Parry, 2013). Digitisation enables museums to expand
the availability of cultural heritage beyond physical boundaries through online databases,
digital archives, and virtual collections.
However, recent scholarship increasingly distinguishes digitisation from
digitalisation, which involves the strategic use of digital technologies to enhance museum
operations and visitor experiences (Yap et al., 2024). In this context, museums are not
merely repositories of digitised artefacts but evolving cultural platforms that integrate
technology to facilitate learning, engagement, and interpretation. Concepts such as digital
museums, virtual museums, and smart museums have emerged to describe institutions
that leverage digital tools to create more immersive and interactive cultural experiences
(Kamariotou et al., 2021)
Technological innovations such as virtual reality (Serravalle et al.), augmented
reality (AR), artificial intelligence (AI), and interactive multimedia systems have been
increasingly implemented in museum environments. These technologies allow museums
to reconstruct historical contexts, visualise hidden layers of artefacts, and provide visitors
with multi-sensory learning experiences. In particular, AR and VR technologies enable
visitors to explore cultural heritage through immersive environments that combine
visualisation, narration, and interaction. As a result, museums are gradually shifting from

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