Abstract

Recently, immersive and interactive technologies have brought about significant changes and developments in the museum and gallery sector. These technologies can transport their audiences to specific places, times, and points in history without the need for physical travel and provide them with valuable intellectual and emotional experiences. Through these experiences, museum and gallery audiences have the opportunity to better understand diverse cultures. Accordingly, museums and galleries in the UK and China are increasingly investing in immersive and interactive technologies to promote cultural exchange between the two countries. However, there is limited information about stakeholder awareness of the immersive and interactive technologies used in museum and gallery experiences for cultural exchange and the mechanisms for developing museum and gallery experiences utilizing such technologies. This study employs a mixed-methods approach, combining qualitative methods, such as questionnaire surveys, with qualitative methods involving case studies and interviews. This integrated approach allows for an exploration of mechanisms for leveraging and developing immersive and interactive experiences in museums and galleries while also providing an in-depth understanding of key stakeholders’ perspectives in both the UK and China. The research highlights the need to improve the acceptance and accessibility of immersive and interactive technologies for enhanced audience experiences and cultural exchange in the museum and gallery sector and the importance of improving stakeholder roles and relationships. The research outcomes have also resulted in recommendations at the operational (e.g., technology deployment) and strategic levels (e.g., stakeholder roles, relationships, and approaches).