Perceived experience value within digital museums transformation: The case of active senior visitors

Purpose. The evolution of the digital world and ambiguous access to knowledge have created a bifurcation between those who have the right skills versus those who have insufficient skills to use the new technologies. Amidst the fast-technological development, this research will answer fundamental questions on perceived value of active senior visitors (55+ years old) in the context of cultural heritage sites, when using immersive technologies and social media. Methodology. This work is based on a qualitative study. The single case study is considered a suitable research design when investigating in-depth a multifaceted social phenomenon such as active senior visitors’ interactions with the new means of technological devices and immersive technologies at archeological museums. Findings. The findings show how epistemic, hedonic, functional, and social value are triggered before, during and after the visit by the active senior visitors. Practical implications. Our work provides several practical suggestions to museum managers specific for the four kinds of value and regarding traditional and non-traditional visitors. Originality/value. This paper contributes to cultural heritage literature conceptualizing technological experience for active senior travelers through illustrating an extended space in the pre/during/post phases of visit.