Conceptual model of mobile augmented reality for cultural heritage site towards enjoyable informal learning (Marchsteil)

A mobile augmented reality (AR) is one of the emerging technologies that may provide interactive content to tourists at cultural heritage sites. Past studies show enjoyable informal learning experience is highly needed for tourists to broaden
knowledge for tourists. Although many mobile AR applications have been developed to expose cultural heritage site information, they are still lacking in providing such experience due to lack of comprehensive models which taking into consideration the elements of enjoyable informal learning experience in the development of such
applications. Therefore, this study proposes a comprehensive conceptual model of mobile AR where it considers the components of enjoyable informal learning experience at cultural heritage site. This study followed design science research methodology. The proposed conceptual model is reviewed and validated through expert review and focus group discussion The review was analysed based on frequency of the responses on each component. As a proof-of-concept, the prototype (named as AR@Melaka) was developed and then evaluated on its enjoyable informal learning aspects to 200 tourists of a renowned cultural heritage site. From user
perspective, it is proven that AR@Melaka provides enjoyable informal learning. In conclusion, these findings proved that the conceptual model is useful for assisting tourists in learning at cultural heritage site in an enjoyable way. This study
contributes a conceptual model to serve as guidelines for developing a mobile augmented reality that considers an enjoyable informal learning component.