Aside from educating the public, museums are adapting to the changing world as they have become one of the popular sites for cultural heritage tourism. Thus, from tourists and educational activities, they generate an increase in the number of visitors every year. With the emergence of interactive technology, it enables museums to produce better visiting experience especially when technology able to facilitate the visitor-exhibition interactivity in diverse ways. This paper investigates visitors' satisfaction and findings demonstrate a detailed insight on how the interactive technology in museum approach shapes the visiting experience. Basically, this study will show the process of creating repeat visitation from the effects of technology use in the museums. Interactive exhibitions with technology use are required in enhancing visitor satisfaction. A conceptual framework is developed to provide guideline and knowledge in understanding the role of interactive technology to secure visitor satisfaction and repeat visitation particularly in the context of Brunei Darussalam.

This article aims to understand visitor experience in Brunei Museum and gauge visitors' views on interactive technology in museums with regards to satisfaction. Based on a sample of 129 respondents, a quantitative study was conducted, and the findings conclude that contemporary museum initiatives have a minimal impact on visitors' levels of satisfaction. With only the aspects of meaningful experience and learning outcomes being successfully practised, visitors perceived Brunei Museum as old-fashioned and offering little by way of interactive engagement. The need for interactive exhibitions with passive and active technologies should positively impact the visitor's social experience. This article contributes to the literature addressing the social experience phenomenon in a cultural, educational, and touristic context. It also provides important implications for managers involved in the design and management of technology-empowered tourism experiences.