The effect of interactive technology on enriching visitor experiences: Evidence from the science museum, Addis Ababa, Ethiopia

Interactive technologies provide museums with numerous opportunities to enhance visitor experiences. This study aimed to investigate the impact of interactive technology on enhancing visitors' experiences. Methodologically, structural equation modelling was employed to test causal relationships among interactive technologies, perceived authenticity, visitor engagement, visitor experience, and visitor satisfaction. Data were collected from a sample of 189 visitors at the Science Museum. The findings revealed that interactive technology had a significant positive effect on perceived authenticity, visitor engagement, overall visitor experience, and visitor satisfaction. Additionally, perceived authenticity, visitor engagement, and visitor experience were also found to influence visitor satisfaction significantly. The results suggest that museums should invest in diverse interactive technologies, foster a strong sense of authenticity in the visitor experience, and prioritize enhancing visitor engagement throughout the museum visit. The theoretical implications highlight how the present study contributes by extending the conventional technology acceptance model to incorporate variables such as interactivity, authenticity, visitor engagement, and experience in influencing satisfaction. The findings ultimately bridge the existing research gap in global South museum contexts. • Tourism 4.0 represents a new ecosystem that highlights the extensive use of technology in delivering tourism services. • Interactive technologies induce behavioral changes and offer sensory interactions auditory, haptic, and olfactory cues. • Virtual Reality is widely adopted in tourism due to its ability to provide unique and enhanced experiences for visitors.