Ambient Information Visualisation and Visitors’ Technology Acceptance of Mixed Reality in Museums

Abstract

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.

The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

“…As mixed reality technologies continue to advance, their potential applications in hybrid spaces increase and become more widespread [26]. Although researchers have begun to investigate how mixed reality can be integrated into urban cultural heritage experiences (e.g., [14]), research in this area is largely still in its infancy, and no comprehensive framework has been developed for evaluating these novel experiences and their multiple dimensions of adoption, usability, engagement, immersion, presence, and physical awareness [26]. As highlighted by Trunfio and Campana [47], further investigation is also required into the influence of mixed reality on visitor experience and value propositions in such spaces.…”

“…However, empirical research is lacking on the characteristics of mixed reality and their connection to user satisfaction and brand loyalty in the context of cultural and artistic visitor attractions. Although one study examined development of the experimental environment and proof of concept [13], the effects of the technical characteristics of mixed reality on satisfaction or purchase intention have rarely been studied [14].…”

A Survey of Museum Applied Research Based on Mobile Augmented Reality

“…Hammady et al [ 46 ] introduced a new narrative form, the Ambient Information Visualisation Concept (AIVC), into the design of AR museum applications, and set up a 3D virtual narrator of the King Tutankhamun to tell stories, display images, videos, and other related virtual information. They built a virtual war scene to provide users with an immersive space virtual experience ( Figure 17 ).…”

“…e testing found that technical acceptability and software practicability of this system could reach 80%. Wang [45] designed an AR mobile navigation system (Figure 16) based on the indoor positioning function of iBeacon and proposed four content recommendation mechanisms: interest recommendation, popular recommendation, mixed recommendation, and the expert Hammady et al [46] introduced a new narrative form, the Ambient Information Visualisation Concept (AIVC), into the design of AR museum applications, and set up a 3D virtual narrator of the King Tutankhamun to tell stories, display images, videos, and other related virtual information.…”

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

“…As mixed reality technologies continue to advance, their potential applications in hybrid spaces increase and become more widespread [23]. Although researchers have begun to investigate how mixed reality can be integrated into urban cultural heritage experiences (e.g., [11]), research in this area is largely still in its infancy and no comprehensive framework has been developed for evaluating these novel experiences and their multiple dimensions of adoption, usability, engagement, immersion, presence, and physical awareness [23]. As highlighted by Trunfio and Campana [39], further investigation is also required into the influence of mixed reality on visitor experience and value propositions in such spaces.…”