Beyond Immersion

Although virtual reality (VR) and augmented reality (AR) technologies are increasingly applied in art exhibitions, few studies have empirically compared their impacts on audience behavior and cognition, especially compared to traditional exhibition formats. This research addresses this gap by analyzing case studies of VR/AR exhibitions, focusing on audience engagement, knowledge retention, and cognitive load. Findings show that VR and AR significantly enhance participation and knowledge retention, offering new interaction tools for art interpretation. However, challenges remain in hardware performance, user experience, and content creation, hindering wider adoption. This study contributes to the field of information technology (IT) in cultural contexts by providing a framework for evaluating immersive technologies in art exhibitions and offering practical recommendations for overcoming barriers. It emphasizes the need for balancing innovation and inclusivity in art exhibitions.