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object-centred institutions toward experience-oriented cultural spaces that prioritise
visitor engagement and interpretation.
2.2. Generation Z and information consumption behaviour
Generation Z, commonly defined as individuals born between the mid-1990s and
early 2010s, represents the first generation to grow up in a fully digital environment
characterised by constant internet connectivity and widespread use of smart devices
(Turner, 2015). Because of their early exposure to digital technologies, Gen Z individuals
are often described as digital natives, possessing strong technological fluency and the
ability to process information across multiple digital platforms simultaneously.
Studies on digital media behaviour suggest that Gen Z demonstrates distinctive
patterns of information consumption. Compared with previous generations, they tend to
prefer interactive, visual, and multimedia-based communication formats, particularly
those found on social media platforms and video-sharing environments (Djafarova &
Bowes, 2021). This preference reflects broader changes in how younger audiences engage
with cultural institutions, including museums, which increasingly need to adapt
communication strategies to digital audiences.
Furthermore, research indicates that Gen Z is more likely to engage with cultural
institutions when experiences are personalised, participatory, and socially connected.
Cultural consumption among younger audiences is often shaped by the desire for
meaningful experiences that combine learning, entertainment, and identity construction
(Falk & Dierking, 2016). In this context, museums are increasingly viewed not only as
places for preserving cultural heritage but also as informal learning environments that
contribute to personal development and knowledge acquisition.
2.3. Perception and cognitive engagement in museum experiences
Visitor perception plays a central role in shaping museum experiences. In museum
studies, perception is often conceptualised as part of a broader cognitive engagement
process, which involves how visitors interpret, analyse, and internalise the information
presented through exhibitions and cultural artefacts (Falk & Dierking, 2016). Cognitive
engagement reflects the extent to which visitors actively process exhibition content,
relate new information to prior knowledge, and reflect on the meanings embedded
within cultural objects.
Previous research suggests that museum experiences are multidimensional,
encompassing cognitive, emotional, social, and behavioural components (Pine & Gilmore,
1999). Among these dimensions, the cognitive component is particularly important
because it determines how effectively visitors understand historical narratives, cultural
contexts, and artistic interpretations. High levels of cognitive engagement are typically
associated with activities such as reading exhibition descriptions, analysing artefacts,
participating in guided interpretation, and engaging in reflective thinking.
The museum environment also influences visitor perception. Spatial design, lighting
conditions, interpretive materials, and technological interfaces can either facilitate or
hinder visitors’ cognitive processing (Bitgood, 2016). Well-designed exhibitions that
integrate storytelling, interactive elements, and contextual information can enhance
visitors’ ability to construct meaningful interpretations of cultural heritage.
2.4. Theoretical foundations
Several theoretical frameworks have been widely used to explain visitor perceptions
and technology adoption in museum environments.

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