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

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.