Multisensory Tech Doesn’t Automatically Boost Visitor Engagement, Study Finds

A new study from the University of Surrey challenges the assumption that layering sight, sound, touch, smell and taste onto digitally enhanced tourist attractions automatically heightens visitor involvement.

The research examined a range of attractions that incorporate immersive technologies—such as virtual‑reality tours, interactive displays and scent‑diffusing installations—to create a fuller sensory experience. By comparing sites that used a single sensory cue with those that employed multiple cues, the team aimed to gauge whether richer sensory input translates into deeper engagement.

Data were collected through on‑site observations and post‑visit questionnaires that measured factors such as time spent, willingness to explore further and self‑reported interest levels. The findings revealed that the addition of extra senses did not consistently lead to higher engagement scores. In several cases, participants reported feeling overwhelmed or distracted, suggesting that more sensory input can sometimes dilute rather than enhance the core experience.

According to the authors, the effectiveness of multisensory enhancements appears to hinge on how well they are integrated with the attraction’s narrative and interactive elements. When the extra senses reinforced the story or facilitated meaningful interaction, visitors responded more positively. Conversely, when the sensory additions were perceived as gimmicks, they offered little benefit.

The study arrives at a time when many cultural institutions and tourism operators are investing heavily in high‑tech installations, often with the expectation that such upgrades will justify higher ticket prices and boost attendance. The Surrey researchers caution that technology alone is not a guarantee of visitor satisfaction, and that thoughtful design remains paramount.

Industry analysts suggest the results could prompt a shift toward more purposeful use of multisensory tools—focusing on aligning scent, sound or tactile feedback with the educational or emotional goals of an exhibit rather than deploying them indiscriminately.

Future work by the University of Surrey team will explore which combinations of senses work best for different visitor demographics and how personal preferences shape the perception of immersive environments. The goal is to develop guidelines that help attractions deploy multisensory technology in ways that genuinely enrich the visitor experience.