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Augmenting Museum Communication Services to Create Young Audiences

Author

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  • Florin Nechita

    (Faculty of Sociology and Communication, Transilvania University of Brasov, Brașov 500036, Romania)

  • Catalina-Ionela Rezeanu

    (Faculty of Sociology and Communication, Transilvania University of Brasov, Brașov 500036, Romania)

Abstract

The aim of this paper is to demonstrate how museums use Augmented Reality (AR) to enhance communication services with their audiences and attract new ones. Still, there is no definite answer to how young audiences perceive the educational effects of experiencing this augmented space of communication as an immersive medium. This study is based on a survey of 400 students after they visited an AR technology-enhanced exhibition held by a local history museum. Two stimulus–response marketing scale metrics, widely used to assess TV commercials, were adapted for AR experiences and validated. The mediation analysis revealed an intervening emotional mechanism, in which the multisensory AR experience has educational effects through entertainment and empathy. An improved stimulus–response empirical model is proposed, in which AR technologies, as environmental multisensory stimuli, produce cognitive responses through emotional immersion. The findings have significance in improving how museums encode their message using AR technologies as a secondary communication medium with young audiences. This study could help museum professionals and application developers to find AR implementation solutions as service tools to enhancing user experience by using a widely tested scale for evaluating TV commercials applied to measure AR experiences.

Suggested Citation

  • Florin Nechita & Catalina-Ionela Rezeanu, 2019. "Augmenting Museum Communication Services to Create Young Audiences," Sustainability, MDPI, vol. 11(20), pages 1-18, October.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:20:p:5830-:d:278630
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    References listed on IDEAS

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    2. M. Claudia Leue & Timothy Jung & Dario tom Dieck, 2015. "Google Glass Augmented Reality: Generic Learning Outcomes for Art Galleries," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 463-476, Springer.
    3. Harry Ph. Sophocleous & Andreas Masouras & Christos Papademetriou, 2019. "Brand as a Strategic Asset for Cultural Organisations: A Proposal for the Forthcoming Cultural Institution of Pafos," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 735-743, Springer.
    4. Zornitza Yovcheva & Dimitrios Buhalis & Christos Gatzidis, 2013. "Engineering Augmented Tourism Experiences," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 24-35, Springer.
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    Cited by:

    1. Arabela Briciu & Victor-Alexandru Briciu & Androniki Kavoura, 2020. "Evaluating How ‘Smart’ Brașov, Romania Can Be Virtually via a Mobile Application for Cultural Tourism," Sustainability, MDPI, vol. 12(13), pages 1-17, July.
    2. Victor-Alexandru Briciu & Cătălina-Ionela Rezeanu & Arabela Briciu, 2020. "Online Place Branding: Is Geography ‘Destiny’ in a ‘Space of Flows’ World?," Sustainability, MDPI, vol. 12(10), pages 1-24, May.
    3. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.

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