The study, published in the Journal of Travel Research, found that experiences combining physical spaces with digital technology need the right sensory balance. More complex combinations strengthened emotional engagement in some cases but could weaken the role of practical features such as usability and freedom of movement. The researchers argue that senses should work together coherently rather than simply being added in greater numbers.

Researchers recruited 413 adults who had recent travel experience and experience of or interest in technology. Each participant was randomly shown one of six first-person video scenarios based on attractions in Barcelona or Seoul. The scenarios ranged from a visual and audio installation to an experience incorporating sight, sound, touch, smell and taste. Participants then rated the experience, their engagement, their satisfaction and their intention to visit. The team compared the relationships across all six sensory configurations.

Dr Elisa Mameli lead author of the study and PhD researcher at the University of Surrey, said:

“Digital features should support the visitor experience, not compete with it. Our findings suggest that emotional appeal and practical design both matters, but adding every possible sensory effect is not a shortcut to engagement. What matters is whether those elements feel coherent, useful and appropriate to the setting.”

The researchers recommend testing sensory combinations before launch and adjusting their intensity. Attractions could introduce stimuli in sequence or create quieter areas where visitors can take a break. Personalisation and alternatives such as subtitles, tactile signs or adjustable lighting could also make experiences more accessible to people with different sensory preferences.

Dr Brigitte Stangl, co-author and Associate Professor at the University of Surrey, said:

“We recommend collaboration between technology developers, historians and other specialists so that digital tools, physical surroundings and storytelling reinforce one another. QR codes, projections and other interfaces should fade into the background where possible, allowing visitors to concentrate on the place and its story.

“The best multisensory design is not the loudest or the busiest. Tourism sites should give visitors enough stimulation to feel immersed without overwhelming them. Careful testing, choice and space to decompress can turn technology from a distraction into a meaningful part of the visit.”

Because participants watched videos as prospective visitors, the results reflect anticipated engagement rather than reactions inside the attractions themselves. Even so, the study shows why tourism organisations should judge sensory design by how well its elements work together, not by how many effects they can fit into an experience.

ENDS