Gamification in digital museum experiences: an affordance perspective

This study examines digital gamified museum experiences through the lens of affordance theory using a mixed-methods design. Two research questions guided the work: (1) which affordances, visitor experiences and outcomes characterise a gamified digital museum interaction, and (2) how these affordances shape different experience dimensions and related outcomes. Interviews with visitors engaging with a projection-mapping interactive table – depicting the harsh working conditions of a 19th-century factory – identified four affordances (rewards, competition, immersion, empathy), three experience dimensions (flow, learning perception, enjoyment) and three outcomes (perceived memorability, attitude reinforcement, intention to donate). The proposed model was tested with 252 museum visitors using PLSc-SEM. Findings show that specific affordances give rise to distinct experiences and outcomes. Theoretically, the study advances affordance theory in the context of gamified museum experiences. Practically, the results provide insights for exhibit design and museum management.