Research on the influence of anthropomorphism degree of museum interpretive avatars on visitors’ service experience

This study aims to investigate how anthropomorphic features in museum interpretive avatars, within the context of artificial intelligence technology, impact tourists’ service experience. Given the central role that museums and cultural heritage sites play in attracting visitors to international tourism cities, this research seeks to understand how AI-driven innovations can enhance visitor engagement and service quality in these urban settings. The study employs an experimental methodology to scrutinise the influence of anthropomorphic appearance in museum interpretive avatars. Guided by the theoretical framework of Form-Behaviour Similarity, this approach directs the research design and analysis. First, the anthropomorphism degree of museum interpretive avatars positively influences visitors’ service experience. Second, this influence is mediated by perceived novelty. Third, the perceived service competence acts as a mediator for the effect of anthropomorphism on service experience. Lastly, product knowledge is identified as a moderator of perceived service competence on service experience. The study provides valuable insights for applying artificial intelligence in cultural tourism, museums, and cultural heritage sites. Moreover, the research offers theoretical references and practical implications for enhancing the design and functionality of avatars, contributing to improved visitor engagement and service quality in these key urban attractions and tourism cities.