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One of the most influential models is the Technology Acceptance Model (TAM)
proposed by Davis (1989). TAM explains how individuals adopt new technologies based
on two key determinants: perceived usefulness and perceived ease of use. In museum
contexts, this framework has been applied to analyse visitor acceptance of digital tools
such as virtual exhibitions, mobile applications, and augmented reality systems.
Another important perspective is the Experience Economy theory introduced by
Pine and Gilmore (1999). This theory argues that modern organisations create value not
merely through products or services but through memorable experiences. In museums,
experiential value emerges from the interaction between exhibition design, narrative
storytelling, and technological mediation.
Finally, cultural consumption theory provides insights into how individuals interpret
and assign meaning to cultural experiences (Bourdieu, 2019). Cultural participation,
including museum visits, is closely linked to identity formation, social capital, and
symbolic value. From this perspective, visiting museums is not only an educational activity
but also a cultural practice through which individuals construct personal and social
identities.
3. Methodology
This study adopts a qualitative research design based on a structured literature
review to examine the perceptions of Generation Z toward museums in the context of
digital transformation and artificial intelligence. Document analysis is employed as the
primary method to systematically review and interpret existing academic literature and
identify key themes, research trends, and theoretical perspectives (Bowen, 2009).
Relevant publications were collected from major academic databases, including
Scopus, Web of Science, and Google Scholar. The literature search was conducted using a
combination of keywords such as “digital museum,” “virtual museum,” “museum visitor
experience,” “Generation Z,” and “artificial intelligence in museums.” The search focused
on publications written in English and published between 2015 and 2024, reflecting the
rapid development of digital technologies in the museum sector.
To ensure relevance and quality, the study applied specific inclusion and exclusion
criteria. Included sources consisted of peer-reviewed journal articles, academic books,
and conference papers that directly address at least one of the following themes: (1)
digital transformation in museums, (2) visitor perception and engagement, and (3)
characteristics of Generation Z as digital audiences. Publications that were not directly
related to museum contexts or lacked academic rigor were excluded.
Following the initial search, a screening process was conducted to remove duplicate
and irrelevant documents based on titles and abstracts. The remaining articles were then
reviewed in full text. In total, approximately 16 publications were selected for analysis.
The selected literature was analyzed using a thematic synthesis approach. This
process involved coding key concepts and grouping them into broader analytical
categories, including (1) types of digital technologies used in museums, (2) impacts on
visitor experience and engagement, and (3) cognitive and behavioral characteristics of
Generation Z. Through iterative comparison and interpretation, the study identifies
recurring patterns and relationships across the literature, providing an integrated
understanding of how digital technologies shape the perceptions and engagement of
Generation Z in museum contexts.

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