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Adding sensory stimuli to digital tourist attractions does not necessarily result in greater visitor engagement, according to research from the University of Surrey. The study, published in the Journal of Travel Research, indicates that combining physical spaces with digital technology requires a careful balance of sensory elements.

While more complex combinations may enhance emotional engagement in some cases, they can also diminish the effectiveness of practical features like usability and freedom of movement. Dr. Elisa Mameli, the lead author, emphasizes that digital features should complement the visitor experience rather than compete with it. The study found that emotional appeal and practical design are both crucial, but simply incorporating every conceivable sensory effect is not a guaranteed route to engagement.

Researchers recommend testing different sensory combinations before implementation and adjusting their intensity to ensure coherence, usefulness, and appropriateness for the setting. They suggest techniques such as introducing stimuli sequentially, creating quiet areas for visitors to decompress, and offering personalization options like subtitles, tactile signs, or adjustable lighting.

Co-author Dr. Brigitte Stangl stresses the importance of collaboration between technology developers, historians, and other specialists to ensure that digital tools, physical surroundings, and storytelling reinforce one another. The ideal multisensory design, the researchers argue, is not the loudest or the busiest. Instead, tourism sites should aim to provide enough stimulation to create a sense of immersion without overwhelming visitors.

Careful testing, thoughtful choice, and ample space for rest can transform technology from a distraction into a meaningful component of the visitor experience. While the study observes anticipated engagement based on video scenarios, the findings suggest that tourism organizations should evaluate sensory design based on how well its elements work together, rather than the sheer number of effects they can incorporate.