The document summarizes research conducted on the value of augmented reality (AR) for enhancing visitor experiences at small museums. It describes a case study conducted at the Manchester Jewish Museum, where interviews and focus groups were held with museum staff, volunteers, teachers, and visitors. The research found that AR could provide value for different target audiences, the museum itself, and visitor experiences. For audiences, AR was seen to boost education and engagement for children and encourage return visits. For the museum, AR could increase footfall and satisfaction. For visitors, AR offered interactive, personalized tours that brought exhibits to life. However, more research is needed testing an actual AR app and gathering feedback from more stakeholders like students.

1. ENTER 2016 Research Track Slide Number 1
Value of Augmented Reality to
enhance the Visitor Experience: A
Case study of Manchester Jewish
Museum
Dr. Mandy Claudia tom Dieck & Dr. Timothy Jung
Manchester Metropolitan University, UK
{c.tom-dieck; t.jung}@mmu.ac.uk
http://www.creativear.org

2. ENTER 2016 Research Track Slide Number 2
Content
• What is Augmented Reality?
• Background
• Research problem and aim
• Case study
• Methods
• Findings
• Limitations and further research

3. ENTER 2016 Research Track Slide Number 3
What is Augmented Reality?
• “the overlay of digital
information into the
real environment”
through a device
(smartphone, tablet or
wearables)
(Merriam-Webster, 2013)

4. ENTER 2016 Research Track Slide Number 4
Background
• The pace of Augmented Reality (AR)
adoption in the tourism sector is speeding
up
• Increased research on user requirements,
acceptance and behavioural intentions
• However, high costs involved in
implementing AR for small organisations

5. ENTER 2016 Research Track Slide Number 5
Research Problem and Aim
• Small organisations fear that costs of investing
in AR do not outweigh benefits received
afterwards
The present study uses the case study of a
small museum to examine the perception
towards the value of AR

6. ENTER 2016 Research Track Slide Number 6
Case Study
• Manchester Jewish
Museum
• Founded in 1984
• Aiming to preserve and
honour the heritage of
Manchester Jewry
• Strong educational
programme

7. ENTER 2016 Research Track Slide Number 7
Methods
• Exploratory Study
• Aiming to test how AR can add value and
enhance the visitor experience
• Interviews and focus groups (18 participants)
– CEO
– Curator
– Volunteers
– School teachers on field trip
– Visitors (2 focus groups)

8. ENTER 2016 Research Track Slide Number 8
Methods cont.
• 14th
-16th
July 2015
• Semi-structured questions
– Prior AR experience
– Perceived value of AR for the museum experience
– Suitability for target markets
– Potential of enhancement of visitor experience through AR
– Content required for the museum AR application
• Analysed using thematic analysis

9. ENTER 2016 Research Track Slide Number 9
Findings
• Value for different target markets
• Value for museum
• Value for visitor experience

10. ENTER 2016 Research Track Slide Number 10
Value for different target
markets
• Strong value for school children and
learning experience  Gamification
• Intention to return for old and young
visitors
• “it would be very useful for young people
and make them aware and more interested
in going into a museum” (senior visitor)

11. ENTER 2016 Research Track Slide Number 11
Value for museum
• Fresh approach of visitor engagement to
ensure
– Strong future footfall numbers
– Visitor satisfaction
– Positive word-of-mouth
• New target markets
• Clever usage of space
• “More content without cluttering the space” (CEO)
• Preserving experiences and stories

12. ENTER 2016 Research Track Slide Number 12
Value for visitor experience
• Interactive and enjoyable experience
• Personalised tours
• Translations from Hebrew
• More personal experience
– “to tell the story behind displays and give
personal recollections of the past” (Volunteer)

13. ENTER 2016 Research Track Slide Number 13
Limitations and further research
• Participants were all very positive
– Not tested AR, just exploratory approach
• Future research should move to development
stage and test the app through observations
• Negative aspects of AR were not identified
although specifically asked for during the
interviews
• Interviews with a wider range of stakeholders,
especially school children

14. ENTER 2016 Research Track Slide Number 14
Thank you!
Any questions?