THE CREATIVE UX DESIGN FOR AR STORYTELLING: A CASE STUDY OF  THAI HERITAGE TOURISM CONTENT

Jarumon  Nookhong; Nutthapat  Kaewrattanapa; Phachaya  Chaiwchan; Natcha  Wattanaprapa

Jarumon Nookhong Suan Sunandha Rajabhat University
Nutthapat Kaewrattanapa Suan Sunandha Rajabhat University
Phachaya Chaiwchan Suan Sunandha Rajabhat University
Natcha Wattanaprapa Suan Sunandha Rajabhat University

Keywords: Human–computer interaction, Augmented reality, Digital storytelling, Heritage tourism, Design thinking

Abstract

This research concerned the development and evaluation of a creative UX design for
augmented reality storytelling: a case study of Thai heritage tourism content. The researcher
gathered data by interviewing Thai and foreign tourists who visited the historical park, and
analyzed the data to develop and evaluate the prototype for this research. The sample group
consisted of 30 experts for the prototype evaluation. The results were analyzed using mean
and standard deviation, and heuristic evaluation as the research tool. The evaluation of the
prototype development showed that the prototype as efficiency was at the highest level, and it
provided functionality which was suitable and in line with the users’ requirements. This
prototype evaluation will lead to the development of an application for the Thai heritage
tourism sector to create an application that presents a different approach to native storytelling,
giving the historical park an advantage and distinctiveness from other tourist destinations as
well as increasing tourist visits.