Beyond learning: understanding playful experiences in museums

Abstract Play is increasingly recognised within museums, yet limited research has examined how adult visitors experience playfulness as a multidimensional and momentary state. This study applies the Playful Experience Scale (PES) to investigate playful experiences among 239 adult visitors interacting with five digital exhibits at two museums in the UK and China. The study examines variations in 23 playful experience items across exhibits, their relationships with playful personality traits measured by the Adult Playfulness Trait Scale (APTS), and cross-cultural differences. Results reveal that Creative & Intellectual Pursuits emerged as the most consistent strength, and Social Connections remained the weakest. Significant relationships indicate that visitors with stronger playful traits tend to report stronger playful experiences across twelve items. Cross-cultural comparisons revealed differences in Uninhibitedness and Spontaneity, as well as Fun, Creative & Intellectual Pursuits, and Mastery & Achievement, while Sensory & Physical Engagement and Social Connections showed no significant differences. The study further offers practical implications for designing playful experiences for museums and other cultural organisations.