Biniari, MarinaAlsurayhi, Raghad2024-01-152024-01-152023-09-11https://hdl.handle.net/20.500.14154/71190This research examined the potential of virtual reality and augmented reality technologies in enhancing the re-engagement of UK millennials with real-life art experiences. Engaging millennials in UK art museums presents multiple challenges because of the unique preferences and characteristics of this generation. Some of the challenges include digital expectations, short attention spans, preferences for experiences, value and relevance, and competition for leisure time. From this perspective, addressing these challenges requires the implementation of a comprehensive approach that combines thoughtful curation, innovative technologies, and effective communication. This research used the quantitative method to explore the potential of augmented reality and virtual reality technologies in enhancing millennials’ engagement in UK art museums. A closed-ended questionnaire was administered to 100 individuals and analysed using the Statistical Package for the Social Sciences to answer the research questions and address research objectives. The results showed that a declining number of visitors to UK art museums is associated with the inability to offer services aligning with millennials’ attitudes and preferences. Integration of virtual reality and augmented reality technologies could bolster millennials’ engagement with UK art museums. The adoption of these technologies in art museums can complement traditional museum experiences through immersive exploration, interactive engagement, and personalised experiences. These technologies encourage visitors to actively participate in the museum experience by manipulating virtual objects and interacting with historical figures. These technologies can also stimulate hands-on experiences, including creating art in the style of famous artists. Understanding and responding to millennials' values and preferences enables UK art museums to engage visitors and ensure continued success.64enAugmented realityvirtual realityart museummillennialsengagement.Thesis