The effects of digital technology on visitor engagement, satisfaction, and learning outcomes in museums : a comparative analysis between a fully digital and AR-based museum and a less technically advanced museum

Abstract

This dissertation investigates the impact of digital technology on visitor engagement, satisfaction, and learning outcomes in museums through a comparative study between the Mediterranean Conference Centre Virtual Museum (MCC) and the National Museum of Archaeology (NMA) in Valletta, Malta. While the MCC offers fully digital and AR-based exhibits, the NMA adopts a more traditional approach with artefact-based exhibits. The research aims to assess visitor engagement, satisfaction, and learning outcomes at both museums to determine the influence of digital technology on the museum experience. Survey-based methodologies are used in the study to collect quantitative data from tourists visiting both museums after they have finished their visit. Through rigorous analysis, the research seeks to uncover how digital technology shapes visitor perceptions and experiences in museum contexts. Findings reveal insights into engagement, satisfaction, and learning outcomes at both museums, paving the way for informed recommendations and future strategies aimed at enhancing visitor experiences in an increasingly digital age. The research question, "Does digital technology enhance the visitor experience in museums?" was answered through comprehensive data analysis, revealing that digital technology does indeed enhance the visitor experience. The analysis provided valuable insights into engagement, satisfaction, and learning outcomes at both museums, confirming the positive impact of digital technology on various aspects of the visitor experience and offering an understanding of its influence. Recommendations were given as part of the study, these included enhancing digital technology integration at the NMA to meet visitor demands for increased digital elements while preserving its authenticity. Furthermore, conducting periodic studies and leveraging strategic partnerships can enhance marketing effectiveness and address low visitor turnout at the MCC. By addressing these recommendations, museums can improve visitor experiences and remain relevant in an evolving cultural landscape.