Loboda, Olga; (2022) Transforming visitor experience with museum technologies: The development and impact evaluation of a recommender system in a physical museum. Doctoral thesis (Ph.D), UCL (University College London).

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Abstract

Over the past few decades, many attempts have been made to develop recommender systems (RSs) that could improve visitor experience (VX) in physical museums. Nevertheless, to determine the effectiveness of a museum RS, studies often encompass system performance evaluations, e.g., user experience (UX) and accuracy level tests, and rarely extend to the VX realm that museum RSs aim to support. The reported challenges with defining and evaluating VX might explain why the evidence that the interaction with an RS during the visit can enhance the quality of VX remains limited. Without this evidence, however, the purpose of developing museum RSs and the benefits of using RSs during a museum visit are in question. This thesis interrogates whether and how museum RSs can impact VX. It first consolidates the literature about VX-related constructs into one coherent analytical framework of museum experience which delineates the scope of VX. Following this analysis, this research develops and validates a VX instrument with cognitive, introspective, restorative, and affective variables which could be used to evaluate VX with or without museum technologies. Then, through a series of UX- and VX-related studies in the physical museum, this research implements a fully working content-based RS and establishes how the interaction with the developed RS transforms VX. The findings in this thesis demonstrate that the impact of an RS on the quality of VX can depend on the level of engagement with the system during a museum visit. Additionally, the impact can be insufficient on some mental processes within VX, and it can vary following the changes in contextual variables. The findings also reinforce that system performance tests cannot replace a VX-focused analysis, because a positive UX and additional information about museum objects in an RS do not imply an improved VX. Therefore, this thesis underscores that more VX-related evaluations of museum RSs are required to identify how to strengthen and extend their influence on the quality of VX.

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