COMMUNICATING MUSEUM ARTIFACTS THROUGH AUGMENTED REALITY: A CASE STUDY OF UUM MANAGEMENT MUSEUM

Abstract

This research investigates the use of augmented reality (AR) in enhancing artifact communication at the UUM Management Museum. The study aims to assess how AR can enrich interpretive narratives, offering visitors a more immersive and informative experience. By integrating AR into selected exhibits, the museum seeks to bridge the gap between static displays and dynamic storytelling, enabling visitors to engage with artifacts in new and meaningful ways. A qualitative-dominant mixed-methods approach was employed. Visitor observations and in-depth interviews served as the primary sources of data, providing contextual and experiential insights into how visitors interacted with the AR-enhanced exhibits. Structured observations documented interaction time, engagement levels, and usability challenges. Interviews were conducted with seven voluntary participants and analyzed thematically. To support and validate the qualitative findings, structured feedback surveys were administered to 60 randomly selected visitors and analyzed using SPSS. The findings indicate that AR not only captures attention but also deepens understanding, making the museum experience more interactive and educational. However, challenges such as technical complexities and varying levels of visitor technological proficiency were also identified. This study contributes to the growing discourse on digital innovation in museums and offers practical insights for cultural heritage institutions seeking to adopt AR for artifact communication.