For me personally, a sense of discovery is the most important thing an adventure game can offer. I don't care what the game subject is, really; almost anything can be interesting as long as the story's world is true to itself and open to the player's exploration. I like to find information by examining things and talking to people. I like to figure out how the game world works -- this can include puzzles that make sense, or that at the least have rules worth figuring out; even mapping a maze can be fun in that sense.
I would rather learn things for myself and figure out what's going on in the story bit by bit than have a character step in and explain it in a non-interactive way. Let the truth dawn on me, and surprise me, and you've got me absorbed.
(This applies to almost any sort of game -- text, graphics, even an action game can be a lot more engrossing if I have to figure things out as I go.)
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