This study employs a systematic literature review (SLR) approach, using research published from 2010 to 2025 on visitor perceptions of Cultural and Creative Products in Museum (MCCPs). The findings reveal recurring visitor perceptual themes and a variety of external contextual influences that shape visitor knowledge and interaction with museum products. The data points are finally synthesized into a conceptual framework that reveals the intricacies influencing visitors’ multi-dimensional experiences in modern museums. This research provides a more coherent conceptual foundation for analyzing cultural consumption and visitor experience in museums, contributing to social science research. Furthermore, it offers practical guidance for developing, disseminating, and designing culturally resonant creative products. The study acknowledges limitations in terms of cultural scope and methodological diversity and encourages future research to explore cross-cultural perspectives, participatory design, and emerging digital practices.
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