Application of SCSB Model for XR Experience and Tourist Satisfaction among Luoyang Museum Tourists

Purpose With the rapid advancement of digital technologies, XR(xReality) has emerged as a key tool for enhancing tourist experiences and satisfaction in museums and various cultural spaces. Based on the Swedish Customer Satisfaction Barometer(SCSB) model, this study investigates how XR technology influences the formation of tourists’ expectations and perceived value, and in turn, how these factors affect overall satisfaction, complaint behavior, and loyalty. Methods To this end, a survey was conducted with 308 visitors to the Luoyang Museum, of which 300 valid responses were analyzed. Tourists’ expectations and perceived value were operationalized as multidimensional constructs, allowing an empirical assessment of their applicability and validity in the context of cultural tourism. Results The results indicate a significant positive relationship between tourist expectations and perceived value, with immersion expectations exerting the strongest effect on satisfaction. Among the components of perceived value, emotional value and price value were found to play critical roles in shaping overall satisfaction. Conclusion The empirical findings provide a framework for systematically evaluating XR applications in museum settings and offer practical and theoretical guidance for designing and implementing digital cultural experience content. Moreover, the study highlights the importance of considering not only technological innovation but also tourists’ emotional engagement and value perception in the development of cultural technologies, suggesting that attention to these factors can enhance experience quality and foster higher tourist loyalty.