This paper explores the relationship between interactive technology and visitor experience, focusing on how digital storytelling in online virtual exhibition environments enhances the visit of a virtual show. COVID19 spurred the creation of new online exhibition platforms, accelerating an ongoing process in which galleries and art-related institutions were experimenting new ways to address a potential audience remotely. The environment of an online art exhibition is a complex blending of artistic content, appropriateness and quality of the architecture of the platform, human-machine interaction mechanism. In order to explore this chain of problem, we will pose the following questions: how are online art and exhibitions platforms evaluated by their audience? Are they engaging when used regularly? What is the actual role of the visitor and how active is his/her agency in respect to a pre-designed exhibition? Do these interactions and digital storytelling create a personalized experience? The participants of the study, which are digital natives, have been tested on one online virtual exhibition tour of the National Gallery of Victoria. For the investigation of this relationship in the light of past studies, a multiphase study was developed and conducted online. The online interview was performed to obtain participant subjective opinions on digitization, and digital storytelling applications data, then online virtual exhibition tour and questionnaire to obtain participant interaction, personalization and engagement data. Although there were sceptical feedbacks about the possibility to have an experience of the virtual exhibition that would replace that of the physical venue, the overall findings showed that digital storytelling had a positive relationship on enhancing the online visitor experience. Better visitor experience, high interaction, and long-term engagement are the intended achievements of these art and exhibition spaces in order to attract new and different types of audience.
Resta, G., Karacan, E. (2020). Virtual exhibition and visitor experience: How digital storytelling enhances online exhibition spaces. In Y. Aksoy, E. Duyan (a cura di), Experience in Architecture. Space, perception, function (pp. 135-154). Istanbul : DAKAM.