Empowering Exhibitions: Strategic Integration of Multisensory Cues in Design

Abstract

This dissertation investigates how strategically integrated multisensory cues—including visual, auditory, and olfactory stimuli—can enhance visitor experiences and inform managerial strategies in museum settings. While museums have traditionally emphasized visual and textual displays to preserve “authenticity” and scholarly authority, recent shifts toward visitor-centred, embodied approaches have renewed interest in sensory design. Although existing research in sensory marketing and environmental psychology emphasizes the influence of sensory inputs on human behaviour, cultural institutions like museums often lack clear, evidence-based frameworks to apply these insights effectively. Empirical findings remain fragmented, and the practical integration of sensory strategies is frequently inconsistent or undervalued. Addressing this gap, the dissertation poses the overarching research question: How do multisensory cues influence visitor engagement and facilitate museum management?

Grounded in interdisciplinary theories from environmental psychology, museology, and sensory marketing, the dissertation synthesizes perspectives on “embodiment”, atmospherics, contextual learning, and multisensory perception. Employing a mixed-method and cross-cultural approach, it comprises four interconnected studies: (1) a systematic review of multisensory museum experiences, identifying theoretical foundations and future research directions; (2) a field study comparing technologically mediated sensory installations with traditional formats; (3) a cross-cultural experiment assessing the impact of visual, auditory, and olfactory cues on emotional, cognitive, and behavioural responses; and (4) a qualitative inquiry into visitor and managerial perspectives on the practical integration of sensory elements.

Findings demonstrate that multisensory integration—particularly through immersive technologies and the strategic use of scent and music—can significantly enrich visitor engagement. Sensory cues enhance attention, perceived aesthetics (or sensory appeal), entertainment, learning, satisfaction, and behavioural intentions. These effects are shaped by personal-cultural factors such as familiarity with the artworks and cultural context, underscoring the need for context-sensitive sensory strategies. From a managerial perspective, the dissertation offers actionable insights for designing sensory-informed exhibitions, positioning sensory cues not only as experiential enhancers but also as tools for fostering inclusion and strategic innovation.

By combining rigorous empirical investigation with practical relevance, this dissertation contributes to both academic scholarship and museum practice. It underscores the potential of sensory cues as underutilized yet powerful assets in exhibition design and museum strategy. Ultimately, it advocates for a holistic, evidence-based approach to sensory planning—empowering museums to create meaningful, memorable, and inclusive experiences that resonate with diverse audiences.