Visitor Experiences at Cultural Attractions: Authenticity and the Use of Multimedia at the Sisi-Museum in Vienna

Type Research Project

Funding Bodies
  • Vienna University of Economics and Business Administration

Duration since Oct. 1, 2007

  • Institute for Marketing and Customer Analytics IN (Details)


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  • Bauer-Krösbacher, Claudia (Former researcher) Project Head

Abstract (English)

Although the use of modern technologies in museums and other cultural attractions has become very popular, little knowledge exists with respect to authenticity and the visitor experience. This project is therefore aimed at measuring the visitor experience at a cultural attraction where multimedia is applied with special focus on authenticity. A comparison between visitors who use an audio-guide and visitors who do not use this interpretative tool should reveal how the use of multimedia (audio guides) influences the authentic experience. Data will be analysed by using Structural Equation Modelling.