The Contribution of Technology-Based Heritage Interpretation to the Visitor Satisfaction in Museums
Frew, Andrew J.
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Reino, S., Mitsche, N. & Frew, A. (2007) The Contribution of Technology-Based Heritage Interpretation to the Visitor Satisfaction in Museums, Proceedings of the ENTER Conference, no. 12, pp. 341-352, Vienna.
The tradition of heritage interpretation is moving away from purely conservational and educational goals to an entertainment- and experience-oriented interpretative provision. New technologies are gaining prominence in museums to enhance visitors' mindfulness, subsequent learning outcomes and satisfaction. Extant research literature reflects technology-based heritage interpretation; however, such studies implement predetermined outputs which have never been tested by the demand side. This paper seeks to assess technology-mediated heritage interpretation, merging both theory from the museums management and customer satisfaction literatures, and applying Importance-Performance Analysis. Results reveal that new technology does not represent a substitute for other interpretative applications. Its appropriate use in those museums with a traditional interpretative layout enhances displays multisensory provision and visitors perceived interactivity. The use of technology is more appreciated in traditional museums than in those with live interpretation.