Since the prehistoric era human beings have encountered immersive audio-visual environments that include caves, temples museums and art galleries, among others. While the underlying motivation for engaging with these scenarios may vary, the fundamental mechanisms that stimulates visitor interaction within them seems to be the same. 
During my doctoral research in Interactive Media, I identified fundamental factors of public engagement within interactive media environments. I explained how they operated, and developed a new theoretical model for understanding visitor engagement within them.
My current research explores how engagement factors identified in my doctoral research may vary between virtual and physical environments.