Immersive realities in museums: evaluating the impact of VR, VR360, and MR on visitor presence, engagement and motivation
Pakinee Ariya, Natchaya Wongwan, Perasuk Worragin, Kannikar Intawong, Kitti Puritat
Abstract
Abstract Extended Reality (XR) technologies are being widely adopted in museums and cultural heritage sites. They play a significant role in enhancing visitor experiences and education about cultural heritage. However, there is limited comparative research on how these technologies affect visitors, particularly in terms of intrinsic motivation, presence, and user engagement. This study addresses this gap by comparing the impacts of VR, VR360, and MR on visitor motivation, presence, and engagement in cultural and heritage museums. We divided 84 participants into three groups (VR, VR360, and MR) and adopted a mixed-methods approach, incorporating both quantitative and qualitative analyses. The Intrinsic Motivation Inventory (IMI) Questionnaire was used to assess intrinsic motivation, the Presence questionnaire for measuring spatial presence and engagement, and the User Engagement Scale (UES) for evaluating user engagement. Additionally, interviews provided comprehensive insights into visitor engagement, presence, satisfaction, and overall user experience for each technology. The findings indicated no significant differences in intrinsic motivation among the three technologies, although qualitative data showed a preference for VR and MR. In terms of presence and engagement, VR and MR surpassed VR360, with MR being slightly preferred for presence. For user engagement, both VR and MR demonstrated higher levels, with no significant difference between them.