Chatbots have increasingly gained popularity in museums and exhibitions, enhancing visitors' self-guided tour experiences. Compared to traditional tours, chatbots offer more personalized interactions, providing a new version to the exhibition. This study, taking the YunTech Sustainable Expo as a case, explores whether visitors with varying levels of technological experience require more guided experiences on Chatbot-guide. Employing survey research through the Facebook Messenger platform to integrate chatbots, the sample consisted of visitors who have used Messenger and visited the exhibition. A total of 148 questionnaires were collected, analyzed descriptively, and subjected to t-tests. The reliability analysis of the questionnaire showed a Cronbach's alpha of 0.832, indicating high reliability and factor analysis revealed two main factors: satisfaction with effectiveness and interactive experience. The study found no significant difference in interactive experience and satisfaction between visitors with or without chatbot experience, indicating a consistent experience perception and no increased frustration due to lack of experience. The results also indicated that visitors were satisfied with the guided explanations and smooth operation provided by the chatbots. However, 46.5% of visitors desired more information, while 33.7% found the information to be sufficient, suggesting that information design needs to consider different versions of tour paths. It is recommended that chatbots be iteratively improved based on visitor feedback. Moreover, 33.6% of visitors preferred using chatbots, and 31.7% chose to explore the exhibition independently, indicating the need to offer diverse guiding options, making chatbots more inclusive and effective as guiding tools.

Authors:
Shi-Liang Chang, National Yunlin University of Science and Technology, Taiwan
Wen-Huei Chou, National Yunlin University of Science and Technology, Taiwan

About the Presenter(s)
Zhang Shiliang, a PhD student, currently serves as a Research Fellow at the Research Center for Sustainable Development and Social Practice at the National Yunlin University of Science and Technology, a position he has held for nearly nine years.

See this presentation on the full schedule – Sunday Schedule

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