Could Noise Become Beneficial? The Effect of Ambient Noise on Virtual Museum Engagement and Behavioural Intention

ABSTRACT The dearth of physical access during COVID‐19, spurring the rise of virtual museum visits, makes such digital initiatives permanently more accessible and appealing even in the post‐pandemic landscape. Optimising virtual museum experiences therefore emerges as a valuable endeavour. This research investigates how and why ambient noise, an important environmental factor, influences virtual engagement and physical visit intentions. Through experimental studies, this research demonstrates that museum tours with (vs. without) ambient noise boost people's virtual engagement and behavioural intentions. Furthermore, the findings indicate that the effect of ambient noise on virtual museum engagement is mediated by perceived social presence, and is further moderated by individuals' states of being alone, both physically and psychologically. These findings highlight the advantageous effects of ambient noise and offer practical implications for recreating virtual experiences in the arts and cultural heritage sectors.