Digital motivation of Generation Z: immersive technologies as a catalyst for museum visitation and cultural engagement

Abstract

The rapid integration of immersive digital technologies is fundamentally reshaping how cultural content is experienced, challenging museums to adapt to the expectations of digitally native audiences, particularly Generation Z. This study empirically examines whether digital, virtual, and multimedia content serves as a motivational factor for museum visitation and enhances the user experience among this generational cohort. An empirical, cross-sectional study was conducted using a structured, anonymous questionnaire administered to 97 undergraduate students (aged 19–25) at the University of Zagreb, Faculty of Graphic Arts. The results indicate that 64% of respondents perceive digitally enhanced museum content as a motivating factor for more frequent visits, while 76% believe such solutions foster a new form of experiential engagement. Concurrently, a notable proportion of respondents express caution toward technology-mediated interpretation, underscoring generational heterogeneity and the importance of user autonomy. The findings are interpreted through established theoretical frameworks, including the Technology Acceptance Model (TAM), Uses and Gratifications Theory (U&G), and Self-Determination Theory (SDT), and are contextualized by a systematic literature review. The study contributes to ongoing debates on digital transformation by providing empirically grounded insights into the motivational dynamics of Generation Z. It concludes that digital technologies are effective when thoughtfully aligned with user expectations, educational goals, and institutional values.