Adult Visitors’ Emotional Engagement in Great North Museums Egyptian Gallery: A Comparative Analysis Between Digital and Physical Displays

Abstract

This dissertation investigates how digital displays affect adult emotional engagement in the Great North Museum: Egyptian Gallery (GNMEG). While museums have traditionally emphasised object-centred interpretation, digital media, immersive projections, touchscreens, audio, and signage now promise richer, more affective experiences. Using a qualitative methodology that combined literature review, expert interviews, and structured observations, the study compared the emotional responses elicited by digital instruments with those provoked by physical displays. Findings show that immersive installations, particularly Journey to the Afterlife, most effectively fostered curiosity, suspense, and reflection. In contrast, audio-only stations and digital signage had a limited impact, often losing visitors’ attention. By contrast, the physical presence of artefacts, especially mummified remains, evoked profound emotions that digital media could not replicate. The research argues that digital and physical interpretation should be treated as complementary, with digital tools working best when they frame and enhance the authenticity of objects rather than compete with them.