ABSTRACT
While traditionally cultural institutions have placed emphasis on their collections and relationships with artists, increasing competition has led them to address the visitor experience as a critical element of success through marketing strategies and digital technologies. Based on the literature on consumption experience in the arts, this chapter aims to analyze and identify the impact of digital technologies on the visitor experience in the context of experiential art exhibitions. After having identified different typologies of digital immersive exhibitions, categorized trough their location and the use of technology, the authors conducted a qualitative analysis based on introspective reports of visitors of the Modigliani Art Experience exhibition in Milan. This chapter unveils and discusses how digital technologies facilitate visitors’ immersion and affect the cognitive, emotional, and social dimension of their experience.
