The advent of immersive and interactive technologies has facilitated the growth of the museum and gallery sector by offering a variety of new experiences. In the UK and China, in particular, the museum and gallery sector lies at the heart of the creative industries and makes a significant contribution to cultural growth. Both countries have recognised the impact of such technologies on the growth of the sector and have actively sought opportunities to use them for bilateral collaboration. However, the interest in immersive and interactive technologies among museum and gallery audiences remains underexplored, as do their preferences and behavioural patterns with respect to such technologies. This study discusses the key findings of user research, exploring the awareness, experiences and preferences of current museum and gallery audiences regarding (i) immersive and interactive museum and gallery experiences and (ii) the cultural exchange between the UK and China.
