| Abstract [eng] |
AI-based chatbots are becoming increasingly relevant in the field of communication. As contemporary museum communication shifts from a one-way, information-oriented approach to a two-way model based on interactivity, dialogue, and visitor engagement, AI solutions such as AI chatbots may become an innovative tool for achieving these goals. Therefore, this thesis addresses the problem of how artificial intelligence chatbots can contribute to the enhancement of museum communication effectiveness. The object of the thesis – application of artificial intelligence chatbots in museum communication. The aim of the thesis – to evaluate the impact of an installed artificial intelligence chatbot on the effectiveness of museum communication. Tasks of the thesis: 1. To analyse the theoretical aspects of artificial intelligence chatbots, discussing the specifics of their application in communication. 2. To examine the theoretical aspects of museum communication, highlighting the theoretical components of effective communication. 3. To form a theoretical model for the application of artificial intelligence chatbots in enhancing museum communication effectiveness. 4. To install an artificial intelligence chatbot prototype on a museum website. 5. To verify empirically the formed theoretical model for the application of artificial intelligence chatbots in enhancing museum communication effectiveness. Methods: in the theoretical part of the thesis, the analysis of scientific literature was applied, presenting, systematising, comparing, and summarising the approaches of different authors. In the empirical part of the study, a mixed-method research design was applied, and data were collected by using both quantitative methods (a questionnaire survey) and qualitative methods (content analysis and interview). Results: empirical verification of the theoretical model for the application of an artificial intelligence chatbot in enhancing museum communication effectiveness revealed that the chatbot communication characteristics identified in the theoretical model largely correspond to the empirical research data. The results of the quantitative survey, qualitative content analysis, and interview showed that the most significant communication characteristics associated with the enhancement of museum communication effectiveness are clarity, correctness, and consideration. The empirical data also revealed additional indicators of museum communication effectiveness, including information accessibility, 24/7 availability, appropriate redirection, response speed, and reduction of repetitive inquiries. Based on the research results, the theoretical model was refined by highlighting empirically based chatbot communication characteristics and supplementing it with museum communication effectiveness indicators. |
