Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
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Abstract
There is an increase in Augmented Reality (AR) adoption in the tourism sector and increasingly
visitor attractions, museums and art galleries start to use AR for the enhancement of the visitor
experience. However, smaller organisations often fear high investments without the proof of
concept due to risks of failures. Therefore, the present study uses a small museum in Manchester
to investigate the value of AR for different target markets, visitors and the museum itself.
Internal and external data collection was conducted using focus groups with eight museum
visitors and ten interviews with museum staff as well as teachers. Findings show that AR is
considered the way to move forward to preserve history, enhance visitor satisfaction, generate
positive word-of-mouth, attract new target markets as well as contribute to a positive learning
experience.
visitor attractions, museums and art galleries start to use AR for the enhancement of the visitor
experience. However, smaller organisations often fear high investments without the proof of
concept due to risks of failures. Therefore, the present study uses a small museum in Manchester
to investigate the value of AR for different target markets, visitors and the museum itself.
Internal and external data collection was conducted using focus groups with eight museum
visitors and ten interviews with museum staff as well as teachers. Findings show that AR is
considered the way to move forward to preserve history, enhance visitor satisfaction, generate
positive word-of-mouth, attract new target markets as well as contribute to a positive learning
experience.
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PDF, Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
Link to download in university repository, Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
PDF (via academia.edu), Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
Link to download in university repository, Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
PDF (via academia.edu), Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum
Bibliographic Information
Value of Augmented Reality to enhance the Visitor Experience: A Case study of Manchester Jewish Museum. 2016: https://archive.jpr.org.uk/object-uk478
