THE INFLUENCE OF AUGMENTED REALITY ON USER SATISFACTION IN BORNEO CULTURES MUSEUM
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Universiti Malaysia Sarawak (UNIMAS)
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This study investigates the influence of Augmented Reality (AR) attributes on visitor satisfaction in museums and the subsequent intention to visit other destinations, addressing a critical gap in understanding AR's effectiveness in cultural heritage contexts. Drawing upon the Stimulus-Organism-Response (SOR) model and the Technology Acceptance Model (TAM), this research proposes an integrated framework to explore how AR features (information, vividness, sense of presence, perceived usefulness, and perceived ease of use) shape visitor experiences. A quantitative research design was employed, collecting primary data through on-site survey questionnaires from 229 visitors at the Borneo Cultures Museum in Kuching, Sarawak, Malaysia, a site recognized for its innovative AR integration. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized for data analysis. The findings reveal that AR attributes such as information, vividness, perceived usefulness, and perceived ease of use significantly and positively influence visitor satisfaction. Furthermore, visitor satisfaction with AR experiences strongly correlates with the intention to visit other AR-enabled destinations. However, the sense of presence attribute did not show a significant impact on satisfaction. These results offer significant theoretical contributions by validating an integrated SOR-TAM framework in a museum setting and providing nuanced insights into the specific AR features driving visitor engagement. Practically, the study offers actionable recommendations for museums, tourism organizations, and technology developers to enhance AR offerings, improve visitor satisfaction, and foster long-term cultural exploration.