Interactive Augmented Reality for Enhancing Museum Visitor Engagement

Thesis Abstract

In the contemporary cultural sector, museums increasingly face challenges related to visitor engagement and educational impact, prompting a need for innovative technological solutions to enhance the visitor experience. This study investigates the potential of interactive augmented reality (AR) applications to augment museum engagement by creating immersive, participatory environments that foster deeper connection with exhibits. The primary aim is to develop, implement, and evaluate an AR-based interactive system tailored for museum settings to determine its effectiveness in increasing visitor engagement metrics and learning outcomes. Specific objectives include designing an AR platform compatible with common mobile devices, assessing users’ engagement levels before and after interaction, evaluating learning retention associated with AR use, and identifying factors influencing visitor acceptance and satisfaction. The methodology adopts a mixed-methods research design integrating quantitative and qualitative approaches. The population comprises museum visitors aged 15 to 65 within a prominent national museum hosting diverse art and historical exhibits. A stratified random sampling technique is employed to select 200 participants, ensuring representation across age groups, educational backgrounds, and prior museum experience. Data collection involves pre- and post-interaction surveys measuring engagement using the Visitor Engagement Scale (Buss et al., 2011), complemented by semi-structured interviews to gather insights into user perceptions, satisfaction, and technological usability. The AR application development utilizes a user-centered design approach, grounded in the Diffusion of Innovations theory (Rogers, 2003) and the Technology Acceptance Model (Davis, 1989), to inform interface design and adoption strategies. Data analysis encompasses descriptive statistics, paired sample t-tests to assess changes in engagement levels, exploratory factor analysis to identify underlying engagement dimensions, and thematic analysis of interview transcripts to explore visitor perceptions and usability issues. Additionally, regression analysis examines predictors of acceptance and satisfaction, incorporating variables such as prior technology experience, demographic factors, and perceived interactivity. The study aims to validate the hypothesis that AR-enhanced museum experiences significantly increase visitor engagement and knowledge retention compared to traditional exhibits. Expected findings anticipate a substantial increase in engagement scores among visitors interacting with the AR system, with qualitative insights revealing enhanced emotional, cognitive, and aesthetic responses. Factors such as ease of use, interactivity, and contextual relevance are expected to positively influence acceptance and satisfaction. The results will demonstrate that AR technology can serve as an effective pedagogical tool by fostering active participation, enabling contextual storytelling, and catering to diverse visitor preferences. This research contributes new empirical evidence to the growing body of knowledge on digital heritage communication and visitor experience enhancement, highlighting the integration of interactive AR as a strategic approach in museum education. By empirically validating the theoretical frameworks—Diffusion of Innovations and Technology Acceptance Model—the study advances the understanding of technology adoption processes in cultural institutions. It offers a practical blueprint for museum practitioners seeking to leverage AR for visitor engagement and provides policymakers with insights on implementing scalable, user-centered digital innovations. In conclusion, the findings affirm that interactive AR significantly enhances visitor engagement and learning outcomes, with implications for the strategic digital transformation of museums. Recommendations include investing in scalable AR infrastructure, prioritizing user-centered interface design, and ongoing visitor feedback mechanisms to optimize engagement strategies. Future research should explore longitudinal impact assessments, the integration of AR with other digital museum initiatives, and cross-cultural comparative studies to generalize findings across diverse museum contexts.