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Mixed reality experiences in museums: Exploring the impact of functional elements of the devices on visitors’ immersive experiences and post-experience behaviours

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Abstract

This paper contributes to the debate on MR technology in the museum setting by investigating how and to what extent functional elements of the MR devices affect experiences and drive post-experience behaviours. It bridges several research gaps in MR investigation, demonstrating unexplored causal relationships between the functionality of MR devices and museum experiences and post-experience behaviours, which have been investigated separately. The research confirms that MR advances empower the museum's mission of heritage valorisation and education, which drive new immersive experiences and behaviours. It introduces insights to overcome technological limitations as a challenge for practitioners as well as a flourishing area of investigation.

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... 8 This shift requires advancements and innovations in both the hardware and software levels, gradually leading to "embodied" AR and VR solutions. 8,[16][17][18] enable more natural interactions in virtual environments. Other innovations include "tactile and haptic" devices that provide continuous feedback through touch or simulate the physical weight of virtual objects, as well as "motion tracking systems, " like (e.g., Microsoft Kinect), which allow interaction with virtual environments through body movements and gestures. ...
... 73 In addition, VR sickness, which can manifest as nausea, dizziness, blurred vision, eyestrain, or headaches due to hardware and content, is another hurdle affecting its use in museums. 16,76 There is also ongoing skepticism about whether "strolling" through a simulated museum might gradually change the meaning of a museum visit or redefine what constitutes authentic art. 73,77,78 The benefits, challenges, and best practices related to the use of VR in contemporary museums are summarized in Table 1. ...
... 89 Overall, the undeniable benefits of integrating AR into the museum experience include user autonomy, the ability to take personalized tours, access to previously inaccessible objects, and opportunities for social experiences and co-creation. 11,16,76,[84][85][86] In addition, as educational and recreational tools, these technologies can increase content comprehension and memory retention through visualization, while supporting learning motivation, museum brand awareness, audience engagement, and future behavior. 11,13,16,84,86 However, technical and other limitations can severely affect the effectiveness of these technologies. ...
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This study explores the nature, core features, and evolution of extended reality (XR) technologies in the 21 st century, focusing on their potential in the museum context. It examines academic research and representative examples of cultural heritage enhancement from international museum practices. The specific characteristics and properties of each technology within XR's broader scope, including virtual reality (VR), augmented reality (AR), and mixed reality, are identified and analyzed. In addition, the study explores designs or case studies of these technologies' application in the museum environment, including the emerging Metaverse, which blends VR and AR within the same broader conceptual framework. Furthermore, the study examines why these innovative technologies resonate with museums and assesses their impact on relational communication between modern museums and the public, particularly younger audiences. It also highlights limitations or obstacles to their widespread adoption of XR technologies in museums, while outlining future prospects for their integration. Overall, the study provides a comprehensive overview of XR's use in museums, focusing on how these technologies enhance cultural values. It offers reflection and suggestions for authors and museum professionals regarding the design and implementation of XR technologies in modern museums.
... In the Metaverse, users can interact with one another and digital objects, access various virtual experiences, and engage in activities in a simulated, immersive environment. It presents numerous potential opportunities for several important areas [2,6,7], e.g., marketing [3,[8][9][10], tourism [11], museums and art exhibitions [12][13][14], education [15][16][17][18], gaming [19,20], retail, entertainment, business, and even scientific research. However, the "true" metaverse is still a vision, and there is a gap between expectation and reality about metaverse development [21]. ...
... It refers to the level of awareness an individual has in the metaverse to access and use information that fulfils their requirements and interests [27]. In the digital age, users seek information to adapt to their environment [13]. They need to acquire guidance or information from relevant media to understand structure, order, and knowledge. ...
... Enjoyment significantly affects users' engagement with virtual games and other virtual goods [63]. In the conceptual framework of integrated research elucidating the factors that exert influence over users' decisions to purchase virtual goods, enjoyment serves as a foundational factor for discerning users' behaviours and experiences within the realm of virtual reality [11,13,14,17,19,27,64]. Users hope to enjoy the metaverse's entertainment elements and innovative technologies and expect to get new experiences from the metaverse, such as location-based AR navigation systems [63]. ...
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As a rapidly developing information technology in recent years, the metaverse has significantly transformed how we live, learn, and work. In order to accelerate the use of metaverse technology and promote users' acceptance of the metaverse, this study constructs an integrated model based on flow theory and use and satisfaction theory, to further explore the factors affecting users' acceptance of the metaverse. A total of 265 valid questionnaires were obtained through a situational questionnaire survey. Considering the limitations of a single analysis technique, we use two methods to analyze the data. Among them, the symmetric PLS-SEM method is mainly used to analyze the effects of single variables, while the asymmetric fsQCA method is used to analyze the combined effects of variables. The PLS-SEM results manifest that flow experience, perceived risk, and personal innovation directly influence users' acceptance of the metaverse, while perceived cost has no effect. Simultaneously, interactivity, presence, and social presence indirectly affect users' acceptance of the metaverse, while informativeness and enjoyment have no indirect effect. Significantly, fsQCA unveiled five configurations resulting in a high user acceptance of the metaverse, as well as six configurations leading to a negative acceptance. The complementary findings from PLS-SEM and fsQCA offer valuable insights for both theoretical understanding and practical implementation.
... They encompass the integration of information and technology into physical objects, affecting almost all areas through related applications, including augmented reality (AR), artificial intelligence, robotics, big data, etc. [2,3]. The continuous development of digital technologies is reshaping our daily lives and changing the humantechnology interaction between the real and the virtual, especially in the experience-focused tourism industry [4][5][6]. As the function of modern museums shifts from preserving artefacts to facilitating visitor experiences and creating unique educational content, museums need to connect visitors, exhibits, and devices through the application of digital technologies such as AR, expanding the creative content and experiential space of exhibitions [7,8]. ...
... Emerging metaverse technologies, like mixed reality, extended reality (XR), WebXR, and Apple Vision Pro, are growing quickly in addition to conventional AR and VR technology. These technologies represent the further evolution and optimisation of AR and VR technologies, which have brought certain benefits in terms of efficient use in healthcare, education and tourism [5,28]. Specifically, offering virtual tours through the WebXR metaverse platform can encourage visitors to establish a strong connection with the tourist attraction beyond geographical boundaries [29]. ...
... Heritage museums are information-intensive institutions. This interaction in an immersive environment provides a richer dynamic experience for visitors and often acts as an influencing factor on users' behavior intention through different mediators [5,15]. Previous research shows that a high level of interaction with digital technology has a positive impact on users' satisfaction [54,58]. ...
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With the development of digital technologies, the use of augmented reality in the tourism sector has received increasing attention. However, the understanding of the factors influencing tourists’ post-experience intention with augmented reality devices is incomplete and there is a lack of empirical research. This study explores the impact of AR technical factors, individual factors and situational factors on users’ post-experience AR usage intention and destination revisit intention through satisfaction based on a socio-technical perspective. The survey data collected from 254 visitors who visited the Liangzhu Museum using the corresponding AR glasses were analysed, and the results showed that the novelty of the technical aspect, the technology trust of the individual aspect and the aesthetics, education and authenticity of the situational aspect influenced visitors’ AR usage intention and destination revisit intention through satisfaction. This study has an impact on future research on the application of augmented reality technology to heritage museums.
... This democratization of access not only expands the reach of cultural institutions but also contributes to increased visibility on a global scale. Additionally, the emotional impact of virtual reality experiences plays a significant role in attracting new audiences to museums (Trunfio et al., 2022a(Trunfio et al., , 2022b. Visitors who engage with virtual reality exhibits report higher levels of emotional engagement, making the museum experience informative and deeply resonant (Lee et al., 2020). ...
... With museums rapidly adopting virtual reality, there is a critical need to examine the motivations, challenges, and outcomes associated with this technological integration (Trunfio et al., 2022a(Trunfio et al., , 2022b. The research challenges the assumption that virtual reality is a mere novelty in museum settings, aiming to reveal its profound implications for visitor engagement and global accessibility to cultural collections. ...
... This immersive encounter not only enhances visitor satisfaction but also elevates the likelihood of return visits. Moreover, visitors experiencing flow tend to engage more deeply with exhibits, fostering a richer understanding of the museum's subject matter and cultivating a heightened interest and emotional connection (Trunfio et al., 2022a(Trunfio et al., , 2022b. Designing exhibits that strike the right balance between challenge and manageability, incorporating clear goals, and offering immediate feedback can nurture a flow experience, amplifying visitor satisfaction and loyalty. ...
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In the digital era, virtual reality (VR) technology has revolutionized the museum experience, redefining how visitors engage with cultural artifacts and exhibits. This research investigates the profound impact of VR on museums, specifically focusing on its influence on visitor satisfaction, loyalty, and the democratization of cultural heritage. By combining the information systems (IS) success model, flow theory, and the Customer Satisfaction Index (CSI) model, this study offers a comprehensive framework to analyze the complex dynamics of VR integration within museums. The findings reveal that visitor satisfaction and loyalty are closely linked to the quality of information, system functionality, and aesthetic appeal in VR-enhanced museum spaces. Flow experience serves as a mediating factor, elucidating the psychological underpinnings of visitor engagement and the attainment of positive outcomes. By evaluating dimensions such as information quality (IQ), system quality (SQ), aesthetic quality (AQ), flow experience (FE), visitor satisfaction (VS), and visitor loyalty (VL), this research provides practical recommendations for museums seeking to thrive in the digital age. Also, the study explores the global accessibility facilitated by VR, making cultural collections accessible to diverse audiences and expanding the influence of museums worldwide. The research emphasizes the importance of information systems management and marketing strategies in maximizing the benefits of VR-enhanced museum experiences, ultimately leading to greater visitor satisfaction. This study contributes to the theoretical understanding of VR’s impact on museums and calls for strategic interventions to ensure the continued relevance and growth of museums in the digital era.
... However, despite the differences in experiences generated, Yu et al. (2023), there are few comparative studies comparing the experiences and emotions they elicit (Verhulst et al. 2021). In fact, many studies analyse the experience generated by these technologies together (Trunfio et al. 2022), often under inclusive concepts such as Mixed Reality (MR) (Fenu and Pittarello 2018;Flavián et al. 2019;Trunfio et al. 2022 Loizides et al. (2014) by different types of VR devices. Voit et al. (2019) found that AR generates less immersion than VR. ...
... However, despite the differences in experiences generated, Yu et al. (2023), there are few comparative studies comparing the experiences and emotions they elicit (Verhulst et al. 2021). In fact, many studies analyse the experience generated by these technologies together (Trunfio et al. 2022), often under inclusive concepts such as Mixed Reality (MR) (Fenu and Pittarello 2018;Flavián et al. 2019;Trunfio et al. 2022 Loizides et al. (2014) by different types of VR devices. Voit et al. (2019) found that AR generates less immersion than VR. ...
Article
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VR (virtual reality) and AR (augmented reality) applications are increasingly being implemented in the heritage and cultural tourism sector, generating immersive and engaging visitor experiences. Taking into account the gaps in the literature concerning the topic, the objective of this study is to compare the emotional impacts of VR and AR applications on the visitor experience in two heritage sites in the peripheral town of Ulldecona (Catalonia, Spain). Through a qualitative real-world study, combining participants’ self-reports and participant observation, the analysis will be conducted by examining visitors’ reactions across five dimensions of emotions identified in the literature (Soon et al. in Psychol Mark 40(11):2387–2412, 2023) and adapted to this context: the cognitive, affective, physiological, motivational and expressive dimensions. Both positive and negative effects are explored to provide a comprehensive understanding of the visitor experience. Results reveal that what visitors express does not always match their sensorial and physical behaviour during the experience. Additionally, VR and AR applications elicit different reactions among visitors due to their varying degree of immersivity. This research provides valuable insights to the literature on VR, AR and heritage tourism, emphasising the need for a mixed-method approach to further explore advanced technologies’ impacts on visitors at heritage sites.
... The clarity of functional elements influences the user's motivation, thereby contributing to creating an immersive experience [33]. User satisfaction and experience are substantially enhanced when the functions within virtual interactive platforms are clearly and explicitly designed to guide users through tasks intuitively, almost subconsciously [34]. In the virtual interaction of industrial heritage, elements such as scene interaction, education and learning, and social engagement must be coordinated to ensure a seamless and fulfilling user experience [35]. ...
... As expected, when users interact with industrial heritage scenes, their empathy with historical value facilitates a clearer understanding of the cultural connotation of industrial heritage. Cultural identity thus has the greatest impact on user experience [32][33][34][35]. Additionally, regarding functional clarity, this paper proposes clear visual guidance and interface interactions, which enable users to quickly immerse themselves in and actively explore the scene, thereby enhancing the user experience, consistent with previous research [37][38][39]. ...
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This study aims to investigate the key factors influencing user experience in the design of virtual interactive platforms for the preservation of industrial heritage within the context of digitalization. In the literature review, this paper introduces a theoretical model comprising five latent variables: cultural identity, functional clarity, scenario interactivity, narrative quality, and user experience. To construct and validate the model, the author employed structural equation modeling (SEM) to analyze data from 323 valid questionnaires collected in China. The validation of the SEM model led to conclusions regarding the impact of each latent variable on user experience. The results indicate that cultural identity, functional clarity, scene interactivity, and narrative quality significantly affect user experience and play a critical role in enhancing user experience on virtual platforms. To validate this theoretical framework, the study employs the virtual interactive platform of Hanyang Ironworks as a case study, examining how these factors manifest in practical scenarios and their specific impact on platform design. The findings reveal that a strong sense of cultural identity, clear functional design, interactive scenes, and a well-structured narrative are the core factors that enhance user experience on virtual industrial heritage platforms. This research provides both theoretical support for the digital preservation of industrial heritage and practical insights for the design of virtual platforms. The study improves virtual interactions with industrial heritage and informs future research and applications.
... Place connection has gotten a lot of concern, who conceptualized place connection and delineated its multi-disciplinary establishments. Much writing on place connection praises its estimations and legitimacy (Trunfio et al., 2022). Although specific sites and conditions have adverse consequences, these spots (like home, working environment, church, neighborhood, city, nation, and mainland) have solid, beneficial outcomes that are answerable for personality definition, significant residence, and esteem advancement. ...
... As per the CAT hypothesis, people assess the importance and appropriateness of the climate to give individual significance and, in this way, create feelings. In the travel industry, vacationers might frame a connection to a location provided their fulfillment, explicit personal objectives, or representative significance (Trunfio et al., 2022). ...
... Utilizing immersive technology enables businesses to demonstrate the ideal presentations of products (Kinzinger et al., 2022). The tourism industry has leveraged immersive technology to spark curiosity and enhance users' interactivity, which positively influences users' intentions to visit Trunfio et al., 2022). Finally, immersive technology can be beneficial for users as it affords a try-before-youbuy experience (French et al., 2020) and promotes performance (John et al., 2022). ...
... (Rauschnabel et al., 2015). Moreover, prior literature has extensively documented the strong influence of immersive technologies on creating novel experiences for users (Trunfio et al., 2022;Hilken et al., 2017;Rauschnabel et al., 2019). ...
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The use of immersive technologies such as augmented reality (AR) on social media platforms has drastically increased in the past few years. As AR technologies focus on providing individual experiences, it becomes critical to understand how individual differences affect AR immersive experience. In this study, we draw on the Big-Five model to examine the impact of personality traits on AR immersive experiences. Through a survey involving 331 participants from Amazon MTurk, we explore the varied effects of personality traits on AR immersive experiences. To ensure the robustness of the results, we utilized both variance-based SEM and co-variance-based SEM. Results show that agreeableness and openness positively affect the AR immersive experience, while conscientiousness partially influences the AR immersive experience. Theoretically, our findings elucidate the influence of personality traits on AR immersion. In addition, our study offers important practical implications for social media and brand managers. These implications provide important design considerations that can enhance user experiences in AR environments.
... From the T&H perspective, former studies have increasingly focused on the adoption of immersive technology in consumer behaviour concerning tourism activities and tourism destinations through AR and VR technology (Flavián et al., 2019;Lee et al., 2020;Rahimizhian et al., 2020;Trunfio et al., 2022). Few other tourism studies have focused on the post-visitation experiences of consumers at museums and heritage sites by studying the functional elements of immersive devices (Lee et al., 2020;Trunfio et al., 2022). ...
... From the T&H perspective, former studies have increasingly focused on the adoption of immersive technology in consumer behaviour concerning tourism activities and tourism destinations through AR and VR technology (Flavián et al., 2019;Lee et al., 2020;Rahimizhian et al., 2020;Trunfio et al., 2022). Few other tourism studies have focused on the post-visitation experiences of consumers at museums and heritage sites by studying the functional elements of immersive devices (Lee et al., 2020;Trunfio et al., 2022). Notably, these studies conducted in the post-COVID-19 era have predominantly focused on examining consumer behaviour at the entire tourism destination by using a single-theory perspective (Fan et al., 2022) wherein the influence of psychological factors at the micro level also have been ignored [e.g. ...
Article
Purpose-Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers' intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-OR) framework, including motivation (MOT), trust (TR) and perceived risk (PR). Design/methodology/approach-The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships. Findings-Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers' intention towards experiencing immersive technologies at tourism destinations. Research limitations/implications-The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings. Originality/value-This study offers a distinctive contribution by integrating the S- O -R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.
... The CHAI metric is a testament to the opportunity offered by AI to become an active ally in sustaining the relevance of human culture for future generations. The pursuit is of a future in which generative AI is envisioned not only as a preserver of the past, but as a collaborator in the creation of new cultural narratives and understandings that articulate a dynamic interplay of tradition and transformation, much like advanced technological advances like Mixed Reality have demonstrated (Trunfio et al., 2022). The metric would be a composite and dynamic measure of how well a digital technology, especially those powered by AI, is doing at upholding ethical standards set out for the preservation and interpretation of cultural heritage. ...
... The CHAI metric evaluates AI technologies by criteria as detailed below and briefly discussed in Table 1: respect and accuracy in cultural representation (UNESCO, 2003), inclusivity (Elbanna & Idowu, 2022), innovative interpretation (Kefi et al., 2024), adaptive learning (Trunfio et al., 2022), and impact on cultural understanding (Yu et al., 2022) altogether. ...
... Immersive digital technology, including augmented reality (AR), virtual reality (VR) and mixed reality (MR), has been widely studied. As a digital environment that extends or replaces the real environment of users, the real-virtual continuum phenomenon has been redesigned [12][13][14]. As disruptive technologies, they constitute an innovative information system that overlay the real and virtual world, shifting the traditional tangible points of interaction in the virtual environment [12,13]. ...
... Lastly, both flow experience and meaningful experience serve as mediators between the authenticity, esthetics, entertainment, and revisit intention. This finding also supports earlier research in destination marketing, hotel booking, and museum tourism [14,37,46]. Moreover, it extends the research in the context of cultural tourism and provides empirical evidence. ...
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Digitization has permeated every aspect of industry, and the integration of immersive digital technology into traditional tourism dance performances has become a core concern in both theoretical and practical fields. However, existing literature lacks sufficient exploration on how the integration of immersive digital technology and tourism dance performances can improve tourist loyalty. Therefore, our research established a theoretical model based on the Stimulus-Organism-Response (SOR) framework and tested our proposed hypothesis through the structural equation model. The research results indicate that authenticity, esthetics, and entertainment have a significant promoting effect on immersive experience and meaningful experience, which have a positive impact on tourists’ revisit intention. In addition, authenticity, esthetics and entertainment promote the improvement of revisiting intention through the mediating effect of flow experience and meaningful experience. This research expands the research context of authenticity theory and experience economy framework, and provides a new research perspective for tourism destination loyalty research. Our conclusion provides theoretical guidance for the sustainable development of tourist destinations.
... Authors like Fenu and Pittarello in 2018 [66], Bekele and Champion [101], and Trunfio, Jung, and Campana [102] are considered integral to the core structure in the metaphorical tree of science and development of augmented reality as applied to museums and GeoCities. Their research emphasizes the role of AR in sustainable cultural engagement, offering alternatives that minimize physical wear on historical artifacts and sites. ...
... The research by Trunfio, Jung, and Campana [102] forms a vital section of the trunk, like branches extending from the central support structure of a tree, illustrating how AR can be integrated sustainably into cultural institutions. Their exploration of mixed-reality experiences in museums, including the impact of device functionality on visitor experiences and behaviors, expands our understanding of how augmented reality can be effectively integrated into cultural institutions. ...
Article
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The use of augmented reality applied to museums to preserve and communicate cultural heritage sustainably is a topic of increasing relevance today. Museums play an essential role in preserving and disseminating culture and history, and augmented reality has emerged as a powerful technological tool to enrich the visitor experience and ensure the sustainable preservation of cultural heritage. The fundamental objective of this literature review is to explore and understand the key contributions that are being made in the field of augmented reality applied to museums, with a focus on sustainability. The literature related to this topic is dispersed in various sources of information, which motivates the need to carry out a detailed and systematic analysis incorporating sustainability aspects. To carry out this analysis, the metaphor of the “tree of science” is used. This metaphor provides a structured approach that is applied in two complementary ways. Firstly, it focuses on collecting and analyzing scientometric statistics that cover data on countries, authors, academic institutions, and research centers involved in developing augmented reality applications for museums with sustainable methodologies. This quantitative perspective offers a global view of the contributions and their geographical scope including their sustainability impact. Secondly, an evolutionary analysis based on the “tree of science” is carried out. This historical approach examines the origin and evolution of contributions in the field of augmented reality applied to museums, from its first manifestations to the most recent innovations, with an emphasis on sustainable practices. This historical approach is essential to understanding the trajectory and development of augmented reality applications in the museum context and their role in promoting sustainable cultural heritage preservation. This review aims to provide a complete and contextualized view of the use of augmented reality in museums for the sustainable preservation and communication of cultural heritage. Through a multidimensional approach encompassing scientometric statistics and historical analysis, we seek to shed light on this technology’s most significant contributions and evolution in the museum sector, with a particular focus on sustainability.
... Typical studies apply traditional theoretical lenses rooted in technology acceptance research, marketing, or psychology to explain user behavior in AR systems, generally by comparing AR content against alternative presentation formats (e.g., traditional mobile apps and websites). These studies have shown that AR content is typically perceived as more enjoyable [14], inspirational [15], interactive [16], engaging [17], and immersive [18,19] than traditional presentation formats and link these evaluations to marketing variables such as customer satisfaction [20,21], loyalty [22], willingness to pay [23,24], brand perceptions [15,25], or sales [26]. ...
... Shapiro et al. [161] Dodds [162] C15. Decision comfort 19 The degree of psychological (and physiological) ease, contentment, and well-being one feels about a specific decision "Let us say you shopped for cosmetics through Sephora; somehow, you do not have to imagine how it would look on me. So, for me, AR certainly makes it easier to decide among the alternatives." ...
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Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers' goal achievement (e.g., self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.
... This kind of experience aims to maximize the mobilization of the user's perception and emotions, so that they feel a very high sense of concentration, authenticity and participation in a certain environment or situation. The application of immersive experience is wide-ranging, involving virtual reality (VR), augmented reality (AR), multimedia art exhibitions, immersive theater and many other fields, the core of which is to break the traditional passive experience mode, and instead build a more attractive and interactive environment through perception, action and contextual factors (Trunfio, Jung & Campana, 2022). A review of the relevant literature reveals that current scholars have categorized the key elements of immersive experiences into four main components, as shown in Table 1. ...
... Existing IS research tends to focus on museums primarily as contexts for testing IS hypotheses and understanding user experiences (Pallud, 2017). For instance, Trunfio et al. (2022) explore the impact of mixed reality technology on museum user experiences. Lamb et al. (2020) analyse online reviews to develop a framework for social exchange in museums. ...
Article
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Museums are vital cultural and educational institutions that play a key role in heritage preservation. Despite the importance of museums, the interaction between these conventional institutions and advanced technologies remains relatively underexplored in information systems (IS) research. Adopting affordance‐actualisation (A–A) theory as the theoretical lens, we conducted an in‐depth case study of the Palace Museum in Beijing, China, to investigate its implementation of evolving IS for heritage preservation. We identify three key affordances of these systems and develop a conceptual model illustrating the process of actualising these affordances. Our model extends A–A theory by adding an adaptation phase, wherein the museum responds to the outcomes of the actualisation process by amplifying the achieved outcomes and altering the unintended ones. Additionally, we uncover a hierarchical structure among these affordances, revealing a progressive pattern of actualisation specific to heritage preservation in museums. This research contributes to the literature on A–A theory, heritage preservation in museums, and IS implementation. Furthermore, it provides guidance for practitioners, particularly those in museum contexts, in effectively implementing IS for heritage preservation.
... Deep mediatization theory offers a framework for understanding this transformation, while AI technology, particularly convolutional neural network (CNN), provides technical support for optimizing social media communication content. Trunfio et al. 38 highlighted that the interactivity and immediacy of social media allowed museums to engage with the public more directly, thereby enhancing user participation. However, they noted that traditional social media strategies often lacked specificity and failed to effectively attract and retain users. ...
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Based on deep mediatization theory and artificial intelligence (AI) technology, this study explores the effective improvement of museums’ social media communication by applying Convolutional Neural Network (CNN) technology. Firstly, the social media content from four different museums is collected, a dataset containing tens of thousands of images is constructed, and a CNN-based model is designed for automatic identification and classification of image content. The model is trained and tested through a series of experiments, evaluating its performance in enhancing museums’ social media communication. Experimental results indicate that the CNN model significantly enhances user participation, access rates, retention rates, and sharing rates of content. Specifically, user participation increased from 15 to 25%, reflecting a 66.7% rise. Content coverage increased from 20 to 35%, showing a 75% increase. User retention rate rose from 10 to 20%, indicating a 100% increase. Content sharing rate increased from 5 to 15%, reflecting a 200% rise. Additionally, the study discusses the model’s performance across various museum types, batch sizes, and learning rate settings, verifying its robustness and wide applicability.
... Imagine a user exploring an XR-guided tour in a museum [98]. As they approach a detailed exhibit, they make quick, abrupt movements to get a closer look, causing the tracking system to lose accuracy momentarily. ...
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Advancements in tracking algorithms have empowered nascent applications across various domains, from steering autonomous vehicles to guiding robots to enhancing augmented reality experiences for users. However, these algorithms are application-specific and do not work across applications with different types of motion; even a tracking algorithm designed for a given application does not work in scenarios deviating from highly standard conditions. For example, a tracking algorithm designed for robot navigation inside a building will not work for tracking the same robot in an outdoor environment. To demonstrate this problem, we evaluate the performance of the state-of-the-art tracking methods across various applications and scenarios. To inform our analysis, we first categorize algorithmic, environmental, and locomotion-related challenges faced by tracking algorithms. We quantitatively evaluate the performance using multiple tracking algorithms and representative datasets for a wide range of Internet of Things (IoT) and Extended Reality (XR) applications, including autonomous vehicles, drones, and humans. Our analysis shows that no tracking algorithm works across different applications and scenarios within applications. Ultimately, using the insights generated from our analysis, we discuss multiple approaches to improving the tracking performance using input data characterization, leveraging intermediate information, and output evaluation.
... To cultivate and sustain trust, businesses must navigate a delicate balance between the advantages of personalized experiences and the conscientious and ethical use of customer data, as expounded by Cain (2023). Trunfio et al., 2022 research probes the potential impact of AR and VR in crafting immersive brand interactions, thereby enhancing customer engagement and satisfaction. Consequently, the confluence of customer experience and technological progress encapsulates a dynamic and evolving terrain. ...
... These personal insights are crucial for understanding the mechanisms through which immersive experiences shape environmental consciousness. The interactive elements of immersive experiences are another crucial aspect that impacts user experience and subsequent behavior (Trunfio et al., 2022). According to Oh et al. (2018), interactivity in immersive media enhances cognitive engagement, as users are not just observing but actively interacting with the environment, which can further strengthen their connection to the cause. ...
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In the field of environmental communication, immersive media have become powerful tools for engaging audiences and promoting deeper connections with the natural world. This article investigates the role of immersive technologies in environmental communication through a case study of the Underwater Earth project. Employing a thematic analysis approach, the study examines the use of immersive technologies as the medium for conveying environmental messages, including narrative techniques, visual elements, interactive features, and user engagement strategies. The study also highlights the importance of user experiences when creating impactful environmental narratives in virtual environments. The implications of this research extend to environmental experts, communication practitioners, and technology developers who are seeking to leverage immersive technologies for environmental advocacy and education. By understanding the strengths and limitations of immersive technologies as an environmental communication medium, practitioners can use these insights to create more compelling immersive experiences that inspire management and promote sustainability in an increasingly digital world.
... Similar studies have confirmed that video interactions tend to be more stimulating and engaging, drawing student attention to the learning process faster (Back et al., 2017;Rassaei, 2019). In museums, the video interaction modality is considered to have advantages such as a better user experience and less mental burden (Li et al., 2022;Trunfio et al., 2022), and can be applied in ways such as flat computers and holographic projections. Although text and video interaction modalities may contribute to learning outcomes, the lack of comparisons with the application of new VR technologies in education poses a potential threat to the development of digital technologies, especially for cultural heritage content contexts. ...
... Cultural experience in heritage sites and museums has received continuous attention from researchers in recent years (Trunfio et al., 2022;Z. Wang et al., 2021). ...
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Consistent with global trends in cultural tourism, museum tourism has emerged as a popular form of cultural tourism that has increasingly drawn the significant attention of scholars as the target of academic research. The tourists’ cultural experience can affect their evaluation of the specific visit and subsequent behavior. While previous researchers have paid more attention to the mechanism of visitors’ post-visit behaviors, cultural transmission as a dependent variable has received scarce attention. This study examines factors influencing college students’ behavior in communicating specific museum cultural content after a visit. It also identifies the mediating mechanism underlying the relationships between cultural transmission and its antecedents. The purposive questionnaire in a highly structured survey was distributed online among college students. A total of 195 usable responses were drawn. A quantitative survey methodology was employed, including Chi-square analysis, Confirmatory Factor Analysis, and Structural Equation Modeling. The results show that: (1) the determinants of college students’ cultural transmission behavior are cultural experience, cultural identity, and satisfaction, which explains 59% of the variance of cultural transmission; (2) the impact of cultural experience on cultural transmission was mediated by cultural identity and satisfaction (it includes a serial mediation effect as the effect of cultural experience on satisfaction flowed through cultural identity, where student satisfaction mediated the impact of cultural identity on cultural transmission); and (3) college students pursuing the liberal arts present statistically different preferences in visiting museums when compared with science and engineering students. The discussion and implications present theoretical advancements in elucidating the mechanism of visitors’ cultural communication processes and recommend the use of technology-driven innovations for improvements in post-visit activities for cultural transmission.
... Museums increasingly adopt MR technology to create immersive environments where physical artifacts and digital augmentations coexist, offering visitors a more engaging and interactive way of learning about cultural narratives [1], [2]. Examples of MR applications in museums include the virtual restoration of ancient artifacts, reconstruction of historical sites, and interactive holograms of historical figures, which provide a more dynamic and engaging experience than that offered by traditional exhibits [3], [4], [12], [13]. ...
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Mixed reality technology is employed to develop immersive experiences, enhancing visitor engagement within museum environments. There are challenges in interface design and sensory accuracy for such mixed-reality applications. This study explored integration of mixed reality technology in museums, emphasizing the enhancement of cross-cultural understanding and visitor engagement. Using advanced three-dimensional printing, significant artifacts from various cultures, including a notable Korean artifact from the Goryeo period, were replicated and digitized. These artifacts were the core of a mixed reality environment that was created using Unity and the MR Software Development Kit and experienced through a HoloLens 2 Head-Mounted Display. This immersive mixed reality experience, comprising three interactive segments, incorporated eye- and hand-tracking technologies to enable deeper engagement with cultural artifacts. The impact of mixed reality on visitor engagement and cross-cultural comprehension was evaluated, revealing a significant increase in visitor involvement and appreciation of cultural diversity. Notably, this study contributes to the evolving narrative of digital cultural heritage by highlighting the role of mixed reality in fostering a cross-cultural understanding and shaping future museum experiences.
... This is to some extent followed up by Westin, Foka, and Chapman's (2018) introduction to a special themed volume, Humanising places: exposing histories of the disenfranchised through augmented reality, which exposes several projects where AR is utilised in marking reality with the unheard voices as a means of providing social agency. In contrast, other articles focus on more systematic reviews of the technology used, as well as tracing the evaluative impact on user experiences (Ardito et al. 2018;Errichiello et al. 2019;Koutsabasis 2017;Othman, Petrie, and Power 2011;Shah, Fatihin, and Ghazali 2018;Trunfio, Jung, and Campana 2022). ...
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This article addresses the usage of immersive media in museum exhibitions, departing from the conviction that to maintain their credibility, museums need to work systematically with source criticism and evidence in mediation based on experiences and involving empathy, affect and sensory aspects of history. The purpose of this article is twofold. First, the article serves as a literature review of research informing the use of this immersive media in museum exhibitions. To this end, the article seeks to defragment a clustered field, wherein digitality pervades almost all heritage domains to provide a museum-specific overview. Second, and more applicable to a general audience, this article seeks to bridge the gap between research-led theory and museum practice. The review provides insight into recent research results that have been structured through six themes, namely technology readiness, immersivity and affect, intelligibility and agency, authenticity, source critique and scholarly contribution, and finally, pedagogy.
... Mixed Reality (MR) represents the integration of VR, AR and the real environment, thereby creating a blend of real and virtual worlds [4], it combines the advantages of both VR and AR while redefining the reality-virtual continuum in a unique spatiotemporal environment, reshaping the physical, social, and symbolic spaces [26]. ...
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... Thence, the metaverse, primarily a playground for brands to explore commercial opportunities, also offers museums a unique opportunity to cater to their audience in innovative ways [25]: by facilitating immersive learning experiences and interactive engagements, museums can transcend traditional boundaries, blending education with entertainment in a manner that is both engaging and accessible [26]. The initial challenges of metaverse content creation, marked by complex development processes, have lessened with the advent of user-friendly virtual spaces that can be customized directly from a web browser, significantly lowering the barriers to entry and democratizing the creation and consumption of digital content. ...
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... Because immersive technologies can offer interactive visualizations, like Virtual Reality (VR) and Augmented Reality (AR), they can open up new experiences for users [11,12]. A significant factor in the creation of the metaverse is MR technology, since it complements all the shortcomings of AR and VR [13,14]. MR not only displays virtual objects but also receives all new information, processes feedback, and synchronizes data from users. ...
... AI can also engage in historical and cultural analysis, providing designers with style recommendation that suits the architectural features of the building [39]. Besides, in heritage buildings, AI can be used in visitor engagement through the use of interactive tours [36]. AI-powered virtual guides can provide historical context, architectural details of the building, and augmented reality (AR) or virtual reality (VR) tours. ...
... Instruction was in the Portuguese language which was used predominantly in formal settings. Although this may seem counterintuitive at first, it can be viewed as a shrewd move that considered the different ethnic backgrounds and associated cultural and linguistic differences that characterise Guinea-Bissau and Cape Verde [130,131]. In designing 'decolonised' learning programmes that (1) centred on crafting responses to colonial oppression and suffering, and (2) were delivered in places where civilian populations lived and worked, Amílcar Cabral and PAIGC acknowledged the vitally important role political education played in facilitating a much wider, collective reimagining of a new and different future. ...
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Although museum visitor experience and satisfaction have received growing attention in academic research, the impact of new elements of the museum service model, including AR and VR, on visitor experience and satisfaction remains an unexplored area of investigation. This paper aims to fill this gap in the literature by investigating how the innovation of museum service aspects (exhibition content, VR and AR, general organisation, and reception staff) can enhance visitor experiences and satisfaction, opening spaces for innovating museum service models. A quantitative survey methodology combining correlation analysis, Importance-Performance Analysis (IPA), descriptive statistics, and cluster analysis was conducted on a random sample of 739 museum visitors experiencing ‘The Ara It Was’ project at the Pacis Museum in Rome. Discussion and conclusions contribute to the debate on the disruptive power of AR and VR and its impact on service model innovation for cultural heritage museums. The paper proposes theoretical advances, has managerial implications for future improvements in museum management, and opens Museum 4.0 academic debate.
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Lately, theme parks have emphasized the learning and edutainment aspects of their business. This has created new opportunities for theme parks and schools to cooperate. Research has shown that learning at science centers, a similar form of learning arena, tends to be out of context and that the learning outcomes are meager. High Chaparral, in southern Sweden, is a theme park primarily focusing on the American 1870s. With 160,000–170,000 visitors each year, the theme park is one of the largest arenas for history communication in Sweden, alongside traditional cultural heritage institutions. This paper presents an analysis of students, mainly aged 10–12 years, visiting the park. In the park, the children are presented with various fact- and skills-oriented activities While the children enjoy the activities, they do not align the presentations with their school history education. Rather, the children relate them to their own everyday life experiences, and the idea of 1870s America they take from the park is, to a high degree, informed by popular TV and movie Westerns. While the theme park seems fun for the children, the findings of this analysis show that the park’s theme is not easily connected to the Swedish history curriculum for the studied group of students. In particular, the park does not align with the constructivist ideals of the Swedish curriculum. This does not mean that learning possibilities are absent. The park contains multifaceted leaning opportunities, but given the park’s present focus, these are not fully developed.
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The visualisation of historical information and storytelling in museums is a crucial process for transferring knowledge by directly and simplistically engaging the museum audience. Until recently, technological limitations meant museums were limited to 2D and 3D screen-based information displays. However, advancements in Mixed Reality (MR) devices permit the propagation of a virtual overlay that amalgamates both real-world and virtual environments into a single spectrum. These holographical devices project a 3D space around the user which can be augmented with virtual artefacts, thus potentially changing the traditional museum visitor experience. Few research studies focus on utilising this virtual space to generate objects that do not visually inhibit or distract the operator. Therefore, this article aims to introduce the Ambient Information Visualisation Concept (AIVC) as a new form of storytelling, which can enhance the communication and interactivity between museum visitors and exhibits by measuring and sustaining an optimum spatial environment around the user. Furthermore, this article investigates the perceptual influences of AIVC on the users’ level of engagement in the museum. This article utilises the Microsoft HoloLens, which is one of the most cutting-edge imagining technologies available to date, in order to deploy the AIVC in a historical storytelling scene “The Battle” in the Egyptian department at The Manchester Museum. This research further seeks to measure the user acceptance of the MR prototype by adopting the Technology Acceptance Model (TAM). The operational approaches investigated in this study include personal innovativeness (PI), enjoyment (ENJ), usefulness (USF), ease of use (EOU), and willingness of future use (WFU). The population sampling methodology utilised 47 participants from the museum's daily visitors. Results of this research indicate that the WFU construct is the primary outcome of this study, followed by the usefulness factor. Further findings conclude that the majority of users found this technology highly engaging and easy to use. The combination of the proposed system and AIVC in museum storytelling has extensive applications in museums, galleries, and cultural heritage places to enhance the visitor experience.
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Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism industry from the perspective of tourism experts. Using a qualitative and exploratory approach, this study conducted fifteen interviews with tourism experts in order to explore tourism specific AR value dimensions. Interviews were analysed using thematic analysis. This study revealed five value dimensions including marketing, economic, tourist, epistemic and organisational. Commonalities and differences between different perspectives are discussed. These findings provide important implications for strategy development, AR implementation, and tourist experience design.
Chapter
As augmented reality (AR) technologies have become increasingly accessible, there are a range of industries that are interested in adopting and implementing AR. One field in particular that is actively interested in AR is for health and medicine. While there have been several studies about AR and health, the ways in which these studies conceptualize AR and the contexts in which they apply AR vary greatly. This chapter reviews the different areas of literature that have utilized AR, to see where there are commonalities and differences. Furthermore, this chapter illuminates how AR in particular could influence health outcomes based on its unique technical features and affordances. Based on this review, this chapter discusses several promising areas for AR and health and medicine, as well as important gaps and directions for future research.
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The effects of immersive technology on learning have been mixed. It is therefore important to determine the factors that affect when and why immersive technologies are and are not effective. One psychological construct proposed to explain why higher levels of immersive technology may lead to better learning compared to lower immersion is presence, or the subjective feeling of “being there.” Participants completed a spatial task in three levels of immersive technology, reported the amount of presence felt, and completed learning outcome tasks measuring three levels of spatial knowledge: landmark, route, and survey knowledge. The relationships between the level of immersive technology, presence, and spatial learning outcomes were examined. The highest immersion condition led to better performance on landmark, route, survey, and overall spatial knowledge, and also led to higher levels of presence. Higher presence led to better performance on route, survey, and overall spatial knowledge. However, presence only significantly mediated the relationship for survey knowledge, and effects of low vs. medium immersion condition on learning and presence often did not differ, despite the devices having largely different affordances. The relationship between immersion and learning is thus complex, depends on type of learning, and may be mediated by both presence and non-presence effects on cognitive load.
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The recent rise of consumer virtual reality (VR) hardware raises important questions in the field of online marketing: what makes 3D VR more informative and playful than conventional 2D media such as a still image and a video, and how it affects the online purchase decision-making process. In this study, we mainly focus on three interface features—interactivity, visual–spatial cues, and graphics quality. We explore how each of these three interface features enhances playfulness and informativeness of shopping interface and further influences subsequent product evaluation and purchase intention. The results of the study provide two meaningful insights. First, interactivity and visual–spatial cues significantly enhance perceived informativeness and playfulness; however, the role of graphics quality was found to be more critical for 2D displays than for 3D VR environment. Second, informativeness and playfulness influence the purchase decision-making process in distinct ways. More specifically, a playful interface may enhance consumers' preference for hedonic product benefits (e.g., a stylish and attractive design), whereas informativeness is a more important explanatory variable for subsequent purchase intentions. We discuss the theoretical contribution and managerial insights the research provides for online retailers and designers.
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Although research on the impact of new realities on museum experience is receiving increasing attention, it remains mainly conceptual in nature and measuring the impact of mixed reality on a museum visit is still in its infancy. This paper attempts to shed light on this topic by applying the visitor experience model for mixed reality, which measures how 23 functional and experiential elements have been reshaping a traditional museum visit, enhancing visitor satisfaction. The empirical analysis interests ‘The Ara As It Was’, a mixed reality project installed in the iconic Ara Pacis Museum in Rome (Italy), an expression of Roman history and unique on the Italian and international panorama. The findings and conclusions open up new scenarios for future research on immersive museum experiences, combining cultural heritage with technological innovation. They suggest managerial implications to combine authenticity and innovation in the museum, generating unique experiences and redefining museum service models.
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Virtual reality (VR) and Augmented Reality (AR) have undergone technical evolutions over the last few decades including improvements in immersion and the feeling of telepresence. Several examples of the applications of such techniques can be found in stores, tourism, hotel, restaurants, and destinations. Yet, a comprehensive analysis of studies employing such techniques in tourism-related studies is difficult to find. The current study uses citation network analysis and text-mining techniques to conduct a full-text analysis of 56 journal papers and 325 conference proceedings related to VR and AR in the tourism context. This paper intends to (i) provide an overview of the VR and AR-related tourism studies network and discuss them over time, (ii) present the most important topics and studies emerging from this literature, (iii) suggest avenues for further research. Findings reveal 10 core topics in journal papers and 11 core topics in conference proceedings, which are presented together with an overview of the published studies and the main authors.
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Virtual Reality (VR) has been regarded as a highly effective technology that enables people to gain enjoyable and immersive information about museum collections. Drawing from the four realms of the experience economy, we assume absorptive experiences influence immersive experiences, overall museum VR tour experience, and intention to visit a museum. The results show that all the hypotheses are supported. Furthermore, we compared and tested the proposed model and its rival model (postulating the direct influence of the four realms of the experience economy on museum VR experience) and found that the proposed model is better than the rival model.
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Studies in the Virtual Heritage (VH) domain have led to underlining the significance of a contextual relationship between users, immersive reality technologies and interactive and engaging cultural context as essential aspects towards enabling cultural learning in VH applications. Interaction methods, therefore, play a great role in terms of enabling interactive and engaging experience under various VH settings. This paper proposes a novel approach to use maps as interaction interfaces in a Mixed Reality (MxR) environment that could be applied to specific VH settings with a predefined cultural and historical context. The primary focus of the proposed interaction method named ‘Walkable MxR Map’ is to use interactive, immersive and walkable maps to allow users interact with cultural content, 3D models, and different multimedia content at museums and heritage sites. Hence, the applicability of the proposed systems will not be limited to museums' indoor settings; its applicability extends outdoors at the natural location of cultural heritage assets. To this end, immersive reality technologies, interaction methods, development platforms and mapping and cloud storage services have been combined to realise the interaction method. The Walkable MxR Map allows users to interact with virtual objects via maps that are virtually projected on the floor and viewable through MxR devices, specifically the Microsoft HoloLens. The projected maps are room-scale and walkable with a potential global scalability. Besides movement-based interaction, users can interact with virtual objects, multimedia content and 3D models using HoloLens's standard gesture, gaze and voice interaction methods.
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In places of tourist interest and attractions, such as museums, Augmented Reality (AR) is an emerging technology that enhances (through additional digital contents) and leverages visitor experience creating opportunities for an array of immediate and peripheral stakeholders. However, to achieve this, both researchers and managers need to better understand how to effectively co-create value through the involvement of different stakeholders and their interconnected relationships. Thus, we analysed three interrelated streams of literature (digital innovation, tourism management and stakeholder theory) and we developed a conceptual paper that sheds light on AR in museums. An in-depth analysis of the topic allowed us to develop theoretical propositions and applications on the subject, in particular from a multi-stakeholder perspective. Finally, our research proposes a preliminary conceptual model that highlights the need for the identification of the roles and interactions of museum's stakeholders towards a more digitalised museum experience through AR.
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There is potential for immersive technology, such as augmented and virtual reality, to create memorable tourism experiences, specifically for heritage tourism. However, there is a lack of conceptual clarity surrounding the management of heritage for memorable tourism experiences. Subsequently, this research note proposes a four-stage conceptual model of heritage preservation for managing heritage into digital tourism experiences. The four stages include the presentation of historical facts; contested heritage; integration of historical facts and contested heritage; and/or an alternate scenario. This research note demonstrates that integrating history with cutting-edge technology in immersive environments has the potential to not only preserve and manage heritage but to enrich the visitor experience and subsequent engagement with history.
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Although virtual and augmented reality are receiving increasing attention in tourism and cultural heritage, the effect of mixed reality on museum visitors’ experience has still not been fully answered, and research on this topic is still in its infancy. This paper aims to contribute to this debate proposing a novel model that measures the impact of mixed reality on museum visitors’ experience and satisfaction. ‘The Ara as It Was’, an innovative project enhancing the value of the Italian masterpiece, the Ara Pacis Museum, has been used to test this model. The discussion and conclusion open up new avenues of research.
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This paper aims to assess how diffusion of Virtual Reality (VR) technology is taking place and identify potential barriers to increased adoption. This is done by utilising Social Media Analytics to collect a data set covering an empirical material of 6044 user-generated content concerning the market‑leading VR headsets Oculus Rift and HTC Vive, and machine learning to identify critical barriers to adoption. Our findings suggest that there is a lack of sufficient technological performance of these headsets and that more applications are required for this technology to take off. We contribute to literature on VR by providing a systematic assessment of current barriers to adoption while also pointing out implications for marketing.
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The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
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In marketing applications of structural equation models with unobservable variables, researchers have relied almost exclusively on LISREL for parameter estimation. Apparently they have been little concerned about the frequent inability of marketing data to meet the requirements for maximum likelihood estimation or the common occurrence of improper solutions in LISREL modeling. The authors demonstrate that partial least squares (PLS) can be used to overcome these two problems. PLS is somewhat less well-grounded than LISREL in traditional statistical and psychometric theory. The authors show, however, that under certain model specifications the two methods produce the same results. In more general cases, the methods provide results which diverge in certain systematic ways. These differences are analyzed and explained in terms of the underlying objectives of each method.
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Several issues relating to goodness of fit in structural equations are examined. The convergence and differentiation criteria, as applied by Bagozzi, are shown not to stand up under mathematical or statistical analysis. The authors argue that the choice of interpretative statistic must be based on the research objective. They demonstrate that when this is done the Fornell-Larcker testing system is internally consistent and that it conforms to the rules of correspondence for relating data to abstract variables.
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This collaborative research between a team of digital technology developers and academic researchers investigates how social interaction affects visitors' experience during a virtual reality (VR) underwater seascape exploration. Prior research in immersive VR focused more on individual perceptions of immersion, interactive features and enjoyment. Analysis of focus-group discussions revealed three categories of immersion, interaction with the virtual environment (VE) and social interaction salient to satisfaction with the experience. Moderated mediation analysis of survey results from a full-scale trial (N = 234) show that the three variables had a significant role in experience satisfaction and loyalty intentions. Specifically, immersion mediates person-VE interaction effects on satisfaction and loyalty. The results contrast with previous findings from online gaming contexts, showing that social interactions decrease the impact of immersion on satisfaction and loyalty. We call for caution in the positioning and communication of VR experiences and for further research in other settings.
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The current study intends to highlight the most relevant studies in simulated realities with special attention to VR and marketing, showing how studies have evolved over time and discussing the findings. A text-mining approach using a Bayesian statistical topic model called latent Dirichlet allocation is employed to conduct a comprehensive analysis of 150 articles from 115 journals, all indexed in Web of Science. The findings reveal seven relevant topics, as well as the number of articles published over time, the authors most cited in VR papers and the leading journals in each topic. The article also provides theoretical and practical implications and suggestions for further research.
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The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
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Advances in virtual reality (VR) technology exert increasingly influential impacts on tourism. Drawn upon a presence perspective and a process theory, this research aims to explore how VR technology may help enhance theme park visitors' experience and behaviors. Data was collected from 396 theme park visitors who had experienced VR roller coaster over the past twelve months. Results of stepwise regression analysis suggest that users' sense of presence is predominantly driven by their feeling of control, followed by participation, effectiveness, curiosity, vividness, temporal association, and enjoyment provided by VR system. Results of simple linear regression analyses reveal positive impacts of sense of VR presence on visitors' overall theme park experience and intentions to revisit and recommend. Further sensitivity tests are performed using Hayes’ PROCESS model to accommodate the potential influence of two individual factors (i.e., personal innovativeness and VR familiarity) on the results. Theoretical and managerial implications are presented.
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With the emergence of virtual reality, several challenges are posed to marketers, developers, and firms alike. These challenges concern futurity in the context of content creation, consumer acceptance, and return on investment (ROI). This manuscript focuses on these challenges by extending the technology acceptance model (TAM) by incorporating perceived enjoyment as a key belief variable and including four fundamental antecedents to the acceptance of virtual reality hardware. These variables are incorporated into a structural equation model to predict the outcomes of future use and purchase intention. These findings provide support for the continuity of VR hardware into the foreseeable future and initial support for the integration of inherent curiosity literature within the TAM literature framework.
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Research regarding source orientation has demonstrated that when interacting with computers, people direct their communication toward and react toward the technology itself. Users perceive technology to be a source in human-machine communication (HMC). This study provides a new dimension to those findings with regard to source orientation with voice-based, mobile virtual assistants enabled by artificial intelligence (AI). In qualitative interviews regarding their conceptualizations of mobile conversational agents (Apple's Siri, Google Voice, Samsung S-Voice) and their perceptions of interactions with these specific technologies, some participants describe the agent they can hear but not see as a voice in the mobile phone (assistant as distinct entity) while others perceive the technology that they command to be the voice of the phone (assistant as the device). Therefore, congruent with existing research, users of mobile assistants orient toward a technology, instead of thinking they are interacting with a human, but, in contrast to existing research, attend to different technologies. When technologies possess a disembodied voice and are designed with various social cues and degrees of intelligence, the locus and nature of the digital interlocutor is not uniform in people's minds. Link for free access until Jan. 7, 2019: https://authors.elsevier.com/a/1Y4hh2f~UW4lja