Abstract 

Digital transformation has significantly impacted the way cultural heritage is interpreted and communicated to the public, especially in the context of museums. Museums Traditional museums face challenges related to passive visitor experience, spatial constraints and accessibility, creating the need for more comprehensive forms of cultural interpretation. In this context, technologies immersive, such as Virtual Reality (VR) and Augmented Reality (AR), appear as promising tools for improving the experience MUSEUM. 

This work doctoral aims to analyze the impact of VR and AR technologies on the visitor experience, focusing on the Ethnographic Museum of Berat as a case study. The purpose of the study is to evaluate usability perceived usability, ease of use, educational usefulness and visitor engagement, as well as propose a model CONCEPTUAL integrated for the digital interpretation of cultural heritage. 

The study follows an approach mixed-methods, which combines the development of a VR/AR platform with empirical analysis of of data collected from visitors. Standardized instruments were used for the empirical assessment, including System Usability Stairs (SUS), Technology Acceptance Model (TAM), as well as measures of engagement and sense of presence. The results show that the use of VR and AR has a positive impact on visitor engagement and perception of educational utility, increasing the intention to reuse and recommend the digital experience. 

The study contributes to the integration of models of FITNESS and technological acceptance in the context of ethnographic museums and offers a new approach replicable for the digitization of cultural heritage. 

Field: Digitization and Technological Innovation in Cultural Heritage and Museums 

Kataëthis oneçe:  Virtual Reality; Augmented Reality; Ethnographic Museum; Cultural Heritage; Visitor Experience; Digitalization. 

Abstract 

Digital transformation has significantly influenced the ways in which cultural heritage is interpreted and communicated to the public, especially Within museum contexts. One Traditional mode museums increasingly do what challenges related to passive visitor experiences, Space constraints, and accessibility limitations, creating the need for more inclusive and engaging forms of cultural interpretation. In this context, immersive technologies Such Virtual or Reality (VR) and Augmented Reality (AR) emerge as pleading tools for Enhancing the museum experience. 

This medical dissertation AIMS to examine the impact of VR and AR technologies on visitor experience, focusing on the Ethnographic Museum of Berat or not CASE​ study. The study seeks to evaluate perceived perceived usability, ease of use, educational usefulness, and visitor commitment, while proposing an integrated conceptual Model for the digital interpretation of cultural heritage. 

The research adopts a mixed-methods approach, combining the development and implementation of a VR/AR Portal with empirical data analysis collected from museum visitors. standardized instruments Were employed for empirical Evaluation, Including the System Usability Stairs (SUS), the Technology Acceptance Model (TAM), as well as measures of commitment and sense of Presence. statistical analysis was conducted to test the research hypotheses and to examine relationships among key variables. 

The Findings indicated that the use of VR and AR technologies has a reviews and significant impact on visitor commitment and perceived perceived educational value, growing users' intention to reuse and recommend the digital experience. Perceived usability emerges as a critical prerequisite for technology acceptance in immersive museum environments. 

This study contributes to the integration of usability and technology acceptance models Within the context of ethnographic museums and offers a replicable framework for the digitization of cultural heritage. 

Field of study: Digitization and technological Innovation in Consulting Heritage and Museums

Keyworders:  On-line Reality; Augmented Reality; Ethnographic Museum; Consulting Heritage; Visitor Experience; digitization.