<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202025000400014</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The dynamics of visitor experience and reciprocal communication in museums]]></article-title>
<article-title xml:lang="es"><![CDATA[La dinámica de la experiencia del visitante y la comunicación recíproca en los museos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Aliyev]]></surname>
<given-names><![CDATA[Mammad]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Narmin]]></surname>
<given-names><![CDATA[Novruzova]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Seyidova]]></surname>
<given-names><![CDATA[Zenfira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Nakhchivan State University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Azerbaijan</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>17</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202025000400014&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202025000400014&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202025000400014&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This study addresses the evolving role of museums by examining how visitor experience and interaction can be enhanced through data-driven and interactive design approaches. Museums have transitioned from static repositories of objects to dynamic centers that leverage big data technologies to analyze visitor movements and interactions, thereby optimizing exhibition layouts and improving overall visitor satisfaction. Despite the growing interest in interactive experiences, there remains a lack of comprehensive analyses identifying specific gaps in the literature concerning the transmission of information via spatial design and digital elucidation methods. The primary objective of this research is to explore how all information presented in museums and public exhibitions is conveyed to visitors through interactive design and spatial experience. To this end, the study reviews existing implementations of big data analytics, mobile applications, augmented and virtual reality (AR/VR), and multisensory elements to investigate their transformative effects on audience engagement and learning. It was found that visitor experience is shaped by a multifaceted interplay of factors, including spatial design, technological innovations, multisensory elements, gamification, and social interaction. Moreover, augmented reality and virtual reality environments enable immersive storytelling and democratize access for individuals with mobility challenges. These insights underscore the need for museums to adopt inclusive, visitor-centered management strategies that integrate ICT tools to create personalized and accessible experiences. The study concludes by identifying research gaps related to longitudinal impacts of interactive methodologies and ethical considerations in data collection, suggesting future directions for both theoretical and practical advancements in museology.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este estudio aborda la evolución del papel de los museos examinando cómo mejorar la experiencia e interacción de los visitantes mediante enfoques de diseño interactivo y basado en datos. Los museos han pasado de ser repositorios estáticos de objetos a centros dinámicos que aprovechan las tecnologías de big data para analizar los movimientos e interacciones de los visitantes, optimizando así la distribución de las exposiciones y mejorando su satisfacción general. A pesar del creciente interés en las experiencias interactivas, aún faltan análisis exhaustivos que identifiquen lagunas específicas en la literatura sobre la transmisión de información mediante el diseño espacial y los métodos de elucidación digital. El objetivo principal de esta investigación es explorar cómo se transmite a los visitantes toda la información presentada en museos y exposiciones públicas a través del diseño interactivo y la experiencia espacial. Para ello, el estudio revisa las implementaciones existentes de análisis de big data, aplicaciones móviles, realidad aumentada y virtual (RA/RV) y elementos multisensoriales para investigar sus efectos transformadores en la participación y el aprendizaje del público. Se descubrió que la experiencia del visitante se ve influenciada por una interacción multifacética de factores, como el diseño espacial, las innovaciones tecnológicas, los elementos multisensoriales, la gamificación y la interacción social. Además, los entornos de realidad aumentada y realidad virtual facilitan la narración inmersiva y democratizan el acceso para personas con movilidad reducida. Estos hallazgos subrayan la necesidad de que los museos adopten estrategias de gestión inclusivas y centradas en el visitante que integren las TIC para crear experiencias personalizadas y accesibles. El estudio concluye identificando lagunas en la investigación relacionadas con el impacto longitudinal de las metodologías interactivas y las consideraciones éticas en la recopilación de datos, sugiriendo futuras direcciones para los avances teóricos y prácticos en museología.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Museum experience]]></kwd>
<kwd lng="en"><![CDATA[Visitor satisfaction]]></kwd>
<kwd lng="en"><![CDATA[Interactive exhibition]]></kwd>
<kwd lng="en"><![CDATA[Virtual Museum]]></kwd>
<kwd lng="en"><![CDATA[Digital transformation]]></kwd>
<kwd lng="es"><![CDATA[Experiencia en el museo]]></kwd>
<kwd lng="es"><![CDATA[Satisfacción del visitante]]></kwd>
<kwd lng="es"><![CDATA[Exposición interactiva]]></kwd>
<kwd lng="es"><![CDATA[Museo virtual]]></kwd>
<kwd lng="es"><![CDATA[Transformación digital]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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