An Evaluation Study on the Application of Immersive Experience Design in Marine Cultural Tourism

With the rise of the experience economy, immersive experience design has increasingly become a key strategy for enhancing visitor satisfaction and destination appeal in marine cultural tourism. This study takes four representative institutions—the Korea National Maritime Museum, Singapore SEA Aquarium, Chimelong Ocean Kingdom in Zhuhai, China, and Osaka Aquarium Kaiyukan in Japan—as case studies. By examining four dimensions—sensory experience, spatial experience, interactive experience, and entertainment experience—this research applies the KANO model to classify and analyze the demand for immersive design in the context of marine cultural tourism. Through an online questionnaire survey, the study identifies tourists’ levels of attention to features such as multimedia audiovisual systems and simulation-based control experiences. The results categorize the design elements into must-be attributes, one-dimensional attributes, attractive attributes, and indifferent attributes, and rank all factors according to their importance. The research findings indicate that multimedia audiovisual systems, marine sound effects, thematic spatial design, and age-inclusive adaptability are essential elements in immersive experience design; deep engagement programs, interactive games, and immersive performances are categorized as expected attributes; whereas simulation-based control experiences, smart guiding technologies, and layered spatial design represent attractive attributes that enhance tourists’ sense of immersion and satisfaction. The findings provide a quantitative and practical foundation for optimizing immersive experience design in marine cultural tourism environments.