| Abstract [eng] |
Recent advancements in artificial intelligence (AI) technologies field had a significant meaning in society’s daily life. It is used for online advertising, shopping, searching also to create digital personal assistants, smart homes, cities, infrastructure, cars etc. In the cultural heritage sector AI helps to plan and preserve heritage sites, cities, create virtual experiences that enrich cultural tourism and engagement. It supports research and increase accessibility and understanding of heritage sites. Museums in Europe and USA have been implementing various AI based projects to create personalized virtual tours, to educate and engage society more actively and make museums more accessible not only at national, but international level too, for several years now. Compared to the situation in Lithuania, the use of AI in its cultural heritage sector is still very rare and in relation to this the research can also be hardly found. This master’s thesis may therefore be useful to compliment research in this field. The work focuses on identifying the impact of AI-based product in improving user experience, which can lead to the user’s own contribution raising awareness of a cultural heritage site, leaving aside marketing and communication strategies. The problem. What impact does an AI-based product have on improving the visitor experience and the awareness of a cultural heritage site? The subject. The impact of an AI-based product on improving the visitor experience and the awareness of a cultural heritage site. The aim of master thesis is to create an empirically based theoretical model of an AI-based product impact on improving the visitor experience and awareness of a cultural heritage site. The objectives: 1. Conceptualize the notions of cultural heritage, awareness and user experience. 2. To analyze artificial intelligence means used in promoting the awareness of cultural heritage sites. 3. To determine the factors for improving user experience, after structuring the classical and latest user experience models. 4. To develop a theoretical an AI-based product impact on improving visitor experience and awareness of a cultural heritage site. 5. To refine the empirically based theoretical model. Methods. The comparative analysis of scientific literature by Lithuanian and foreign authors was used to carry out the work, along with quantitative and qualitative research methods. The methods of data collection were: questionnaire survey, semi-structured interviews. Results. The empirical study revealed that the use of AI-based product in a cultural heritage site tends to improve the visitor experience, which also contributes to the awareness of it. The AI audio guide proved to be most useful in terms of transferring knowledge and information, while the use of storytelling, effects and drama enhanced the acquisition of it creating the impression of a movie or radio play. Increased engagement in better understanding of the object, providing additional information, content completeness and informativeness, the benefits received, the price corresponding to the quality and benefits ratio, the aforementioned drama and effects – all these factors are statistically significantly correlated with the overall positive evaluation of the experience using the AI audio guide. This experience was also found to have a statistically significant positive impact on their willingness to repeat and recommend AI audio guide tour to others, and to encourage them to agree that such product contributes to the visibility awareness of cultural heritage site in society. |
