Design and Evaluate Digital Heritage Tours for Enhancing Archaeological Tourism

Thesis Abstract

The rapid advancement of digital technology presents both challenges and opportunities for the enhancement of archaeological tourism, particularly in the context of dwindling physical engagement with heritage sites and the growing demand for immersive and accessible cultural experiences. This study aims to design and evaluate a comprehensive digital heritage tour system to foster increased visitor engagement, satisfaction, and awareness of archaeological sites. Specifically, the research objectives include (1) to develop an interactive digital heritage tour framework based on user-centered design principles; (2) to implement the framework in a selected archaeological site, and (3) to evaluate its effectiveness in improving tourists' experiential quality and learning outcomes. Employing a mixed-methods research design, the study combines qualitative formative research with quantitative evaluation. The population of the study comprises tourists visiting the archaeological site, with a sample size of 300 visitors selected through stratified random sampling to ensure demographic representativeness. Data collection instruments include structured questionnaires measuring visitor satisfaction, perceived educational value, and behavioral intentions, as well as semi-structured interview guides for qualitative insights. Validity and reliability of the instruments are established via expert review, pilot testing, and Cronbach’s alpha coefficients exceeding 0.80. The digital heritage tour system was developed utilizing user experience (UX) design principles, integrating multimedia content, augmented reality (AR) features, and location-based services. The evaluation of the system's effectiveness involves pre- and post-visit surveys, with data analyzed through descriptive statistics, paired t-tests to examine changes in respondents' perceptions, and regression analysis to identify predictors of visitor satisfaction and learning outcomes. The study anticipates that the digital heritage tours will significantly enhance visitors' engagement levels, educational understanding, and overall satisfaction, compared to traditional guided tours. The expected findings include statistically significant improvements in visitors’ perceived learning, interest, and willingness to share their experience, with factors such as interactivity, content relevance, and technological usability identified as key determinants. The thematic analysis of qualitative interview data is also expected to reveal insights into user preferences, technological acceptance, and perceived limitations of digital heritage experiences. This research makes a crucial contribution to the scholarly understanding of digital innovations in archaeological tourism, particularly in demonstrating how technology can be purposefully designed to augment visitor experiences while maintaining the integrity of heritage sites. The findings provide empirical evidence supporting the integration of augmented reality and interactive multimedia within heritage tourism frameworks and offer practical guidance for site managers, digital developers, and policymakers aiming to expand accessible and engaging cultural heritage dissemination. The study extends existing theoretical models such as the Technology Acceptance Model (TAM) and the Experiential Learning Theory by contextualizing their application within archaeological site tours, thereby advancing their relevance in heritage tourism research. The main conclusion underscores that well-designed digital heritage tours can be an effective tool for enriching archaeological tourism, fostering sustainable visitor engagement, and promoting heritage preservation. Recommendations include adopting user-centered design approaches, prioritizing content relevance and accessibility, and providing continuous technical support to maximize user acceptance. The study also advocates for further research into long-term impacts of digital tours on cultural awareness and heritage conservation attitudes, as well as exploring their applicability across diverse heritage contexts and technological platforms. Overall, this research affirms the vital role of innovative digital solutions in transforming archaeological tourism into more interactive, educational, and sustainable experiences.