Research on User Experience Evaluation of Online Museum Virtual Tours Using Multi Criteria Decision Making (MCDM) : Focusing on the Case of China

The advancement of digital technology has positioned virtual museum tours as a new form of cultural experience that transcends the limitations of time and space. This study quantitatively evaluates user experience in online museum virtual tour systems based on Multi-Criteria Decision-Making theory. The evaluation framework consists of four dimensions: immersive authenticity, interaction experience, information inducement, and educational effectiveness. Using the AHP method, experts assessed the relative importance of each indicator. User data from representative online museums in China were then collected and analyzed using the TOPSIS method. The analysis revealed that experts considered “information inducement” the most critical factor, while “educational effectiveness” received the lowest importance in expert evaluations and the lowest satisfaction in user assessments. This reflects the insufficient integration and delivery of educational content in current systems and suggests the need for its strategic incorporation in future designs.