Comparison of gamified and non-gamified mixed reality in enhancing museum visitor engagement, motivation, and learning outcome

ABSTRACT

This study, conducted at the Wieng Yong House Museum in Lamphun, Thailand, examines the impact of gamification within mixed reality (MR) experiences on visitor engagement, motivation, and learning outcomes. Utilizing a comparative approach, the research contrasts Gamified and Non-Gamified Mixed Reality groups. To facilitate this evaluation, we developed two versions of mixed reality applications: a Gamified Mixed Reality version incorporating interactive game elements such as leaderboards, progress maps, badges, levels, and quizzes, and a Non-Gamified version without these gaming elements. The findings reveal that while gamification notably enhances the reward dimension of visitor engagement, its influence on other motivational dimensions, overall engagement, and learning outcomes is less pronounced. Behavioral data analysis indicates that the Gamified Mixed Reality group exhibited a 30 percent increase in both total and average duration of museum interaction, suggesting a heightened level of visitor engagement. Despite these findings, the study suggests that the implementation of gamification in mixed reality might be more suitable for larger museums with sufficient resources to support extensive MR setups. The research underscores the nuanced effects of gamification in educational museum settings, providing essential insights for cultural institutions considering the adoption of MR technologies.

KEYWORDS:

• Museum
• mixed reality
• augmented reality
• gamification
• visitor engagement
• cultural heritage

Acknowledgements

This research project was supported by Fundamental Fund 2024, Chiang Mai University.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Yootthapong Tongpaeng

Yootthapong Tongpaeng (Ph.D.) is a lecturer in Multimedia Technology and Animation at the School of Information Technology, Mae Fah Luang University, Thailand. His primary field of expertise involves extended reality (XR), virtual reality (VR), augmented reality (AR), knowledge visualization, learning engagement, educational games, and gamification.

Ratchanon Nobnop

Ratchanon Nobnop is a lecturer in Multimedia Technology and Animation at the School of Information Technology, Mae Fah Luang University, Thailand. His research focuses on computer animation and games, specializing in 3D modeling, 3D animation, and innovative techniques for 3D generation in education.

Natchaya Wongwan

Natchaya Wongwan is a research assistant at the College of Arts, Media and Technology, Chiang Mai University. Her research addresses topics related to virtual reality, mixed reality and gamification.

Pipitton Homla

Pipitton Homla is a research assistant at the Department of Library and Information Science, Faculty of Humanities, Chiang Mai University. His research addresses topics related to information science and digital cultural heritage.

Kannikar Intawong

Kannikar Intawong (Ph.D.) is an assistant professor at the Faculty of Public Health, Chiang Mai University, Chiang Mai, Thailand. Her research addresses topics related to public health, information systems, and wellness tourism.

Kitti Puritat

Kitti Puritat (Ph.D.) is an associate professor at the Department of Library and Information Science, Faculty of Humanities, Chiang Mai University. His research addresses topics related to information science, gamification, digital cultural heritage, and virtual museums.