Mixed reality (MR) in museums has become increasingly prevalent because of the rapid progress of digitalisation. However, there is a dearth of research examining the impact of MR on visitors' perceptions of authenticity and behaviour, particularly in relation to the role of tour guides. This paper describes a field experiment designed to compare the effects of three distinct service categories (MR only, tour guide only, and mixed service) on the experiences and behaviours of museum visitors. Based on the primary results, visitors who received mixed service or only guide service had a higher perception of objective authenticity than those who received only MR service. This higher perception of authenticity enhanced visitors’ overall experience quality, values, attitudes, and behaviours. Moreover, visitors who received mixed services perceived existential authenticity at the highest level, resulting in a higher level of experience quality. Research sheds light on the dynamic interactions among MR, guided tours, authenticity, and visitor experiences in promoting cultural heritage artefacts.

中文翻译：

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通过实验设计探索数字遗产中真实的旅游体验、体验质量和游客行为之间的关系

由于数字化的快速发展，博物馆中的混合现实（MR）变得越来越普遍。然而，目前还缺乏研究 MR 对游客真实性和行为认知的影响，特别是与导游角色相关的研究。本文描述了一项现场实验，旨在比较三种不同服务类别（仅MR、仅导游和混合服务）对博物馆参观者的体验和行为的影响。根据初步结果，接受混合服务或仅接受导游服务的游客比仅接受MR服务的游客对客观真实性的感知更高。这种对真实性的更高认知提高了游客的整体体验质量、价值观、态度和行为。此外，接受混合服务的游客能够感受到最高水平的存在真实性，从而获得更高水平的体验质量。研究揭示了混合现实、导游、真实性和游客体验在推广文化遗产文物方面的动态互动。