Kajian Literatur Sistematis tentang Augmented Reality dan Kesadaran Merek dalam Pariwisata Museum
Kata Kunci:
Augmented Reality, Kesadaran Merek, Pengalaman Pelanggan, Kepuasan Pelanggan, Pariwisata MuseumAbstrak
Transformasi digital dalam pariwisata budaya telah mempercepat adopsi teknologi imersif, khususnya Augmented Reality (AR), ketika museum berupaya meningkatkan keterlibatan pengunjung dan nilai pengalaman secara keseluruhan. Meskipun sejumlah penelitian sebelumnya telah menelaah kualitas AR, brand awareness, customer experience, dan customer satisfaction, bukti empiris mengenai hubungan antarvariabel tersebut masih terfragmentasi di berbagai konteks dan pendekatan metodologis. Penelitian ini bertujuan mengonsolidasikan temuan-temuan tersebut melalui Systematic Literature Review (SLR) yang dilaksanakan sesuai pedoman PRISMA 2020. Artikel terindeks dan ditinjau sejawat dikumpulkan secara sistematis dari Scopus, Web of Science, ScienceDirect, Emerald, dan SpringerLink menggunakan kata kunci yang telah ditetapkan. Kriteria inklusi difokuskan pada studi tahun 2015 hingga 2024 yang meneliti AR, brand awareness, customer experience, atau customer satisfaction dalam konteks pariwisata, museum, atau warisan budaya. Dua puluh studi yang memenuhi kriteria dianalisis menggunakan sintesis tematik dan berbasis konten untuk mengidentifikasi pola dan hubungan utama. Temuan mengungkap empat tema besar: pertama, AR secara signifikan meningkatkan imersi, nilai pembelajaran, dan keterlibatan emosional selama kunjungan museum; kedua, brand awareness memengaruhi ekspektasi pengunjung, memperkuat persepsi kualitas destinasi, dan membentuk keputusan sebelum berkunjung; ketiga, customer experience konsisten muncul sebagai variabel mediasi utama yang menghubungkan AR dan brand awareness dengan kepuasan; dan keempat, AR berkontribusi terhadap persepsi kegunaan dan nilai melalui fitur interaktif dan naratif. Kajian ini memperkaya wacana teoretis dengan memberikan pemahaman konseptual terintegrasi mengenai interaksi faktor teknologi dan branding dalam membentuk pengalaman digital pengunjung. Secara praktis, temuan ini menawarkan panduan strategis bagi museum dalam mengembangkan pengalaman berbasis AR dan memperkuat branding institusional untuk meningkatkan kepuasan pengunjung. Penelitian ini merupakan yang pertama mengintegrasikan konstrak tersebut secara holistik dalam konteks pariwisata museum.
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