The application of modern digital immersive experience in art: analysis of the emotional experience feedback of visitors in different cultural contexts

This study examines the emotional experiences of visitors to the “Sanxingdui Encounter” art exhibition, comparing the impact of physical reality and virtual reality (VR) on emotional perception across two cultural contexts—Qatar and China. The participants, 254 students majoring in cultural studies from Doha and Beijing, were randomly assigned to either a control or an experimental group. The control group interacted exclusively with physical exhibits, while the experimental group additionally experienced a VR-based interaction. A three-component model—encompassing reflective, intuitive, and physiological dimensions—was employed to assess emotional impact. The results revealed that participants in the experimental group reported higher levels of positive affect and reduced negative emotions compared to the control group. Significant changes were recorded in Valence and Arousal within the VR group, indicating an increase in positive emotional evaluation and heightened arousal following the exposure. Moreover, significant shifts in participants’ physiological responses were observed. Importantly, the intervention effects did not differ significantly between the two countries, suggesting the universality of digital immersive experiences across diverse cultural contexts. These findings have practical implications for cultural institutions seeking to enhance audience engagement through the integration of digital technologies.