Digital Augmentation of Archaeological Sites to Enhance Tourist Engagement

Thesis Abstract

This study addresses the persistent challenge of enhancing tourist engagement at archaeological sites through innovative technological solutions, specifically focusing on digital augmentation strategies. Despite the rich historical and cultural significance of archaeological sites, visitor experience often remains limited by static displays and traditional interpretive methods, leading to diminished engagement and understanding. The primary aim of this research is to develop and evaluate a digital augmentation framework that optimizes tourist interaction, learning, and overall satisfaction at selected archaeological locations. To achieve this, specific objectives include identifying key factors influencing tourist engagement, designing a tailored digital augmentation prototype integrating augmented reality (AR) and contextual information, and assessing its impact on visitor experience through empirical evaluation. Employing a mixed-methods research design, the study combines qualitative exploratory interviews with site managers, archaeologists, and tourists, alongside quantitative surveys to measure engagement levels pre- and post-implementation. The population comprises visitors to three archaeologically significant sites with varying visitation patterns, totaling approximately 600 participants, selected through stratified random sampling to ensure representativeness across demographic profiles. Data collection instruments include structured questionnaires, semi-structured interview guides, and observational checklists, validated through pilot testing and expert reviews to ensure reliability and validity. Quantitative data will be analyzed using SPSS employing descriptive statistics, paired sample t-tests, and multiple regression analysis to explore relationships between digital augmentation features and engagement metrics. Qualitative data from interviews will be subjected to thematic analysis using NVivo, allowing identification of themes related to user perception, usability, and engagement drivers. The theoretical framework underpinning this study draws from the Technology Acceptance Model (TAM) and the Cognitive Engagement Theory, providing a basis for understanding user adoption and learning outcomes linked to digital enhancements. Preliminary expectations are that digital augmentation will significantly improve visitor engagement scores, enhance educational outcomes, and foster deeper contextual understanding of archaeological heritage. Anticipated findings suggest that AR-powered visualizations and interactive narratives positively influence tourists' emotional and cognitive involvement, thereby increasing satisfaction and propensity for knowledge retention. The research also aims to uncover contextual factors and barriers affecting adoption, such as technological literacy and accessibility issues. This study contributes to the existing body of knowledge by providing a systematic evaluation of digital augmentation's efficacy within archaeological tourism contexts, offering a comprehensive framework for implementing ICT-driven solutions in heritage management. It advances theoretical understanding regarding the role of interactive digital technologies in fostering heritage engagement, linking technological acceptance with visitor experience enhancement. Additionally, the research supplies practical insights for site managers, cultural tourism professionals, and policymakers on effective integration of AR and related digital tools to boost tourist participation, learning, and site sustainability. The main conclusion highlights that strategic deployment of digital augmentation significantly enhances tourist engagement and educational outcomes at archaeological sites. Based on these findings, the study recommends the adoption of context-specific AR applications, investment in digital literacy programs for visitors, and integration of visitor feedback mechanisms to continually improve digital heritage experiences. Future research should explore longitudinal impacts of augmented reality implementations and extend investigations to diverse cultural contexts and larger geographical areas to generalize findings and develop scalable models for digital heritage tourism enhancement.