DEVELOPMENT OF USER EXPERIENCE (UX) AND USER INTERFACE (UI) FOR AN AUGMENTED REALITY APPLICATION PROMOTING MURAL TOURISM IN YALA PROVINCE

Abstract

This research study pursued two primary objectives: 1) to design and develop user interface (UI) and user experience (UX) components for a tourism promotion application featuring wall mural art through Augmented Reality (AR) technology in Yala Province, and 2) to examine tourist satisfaction regarding the implementation of AR-enhanced wall mural tourism applications in real-world contexts. The investigation involved 150 participants, comprising tourists and local residents, selected through random sampling methods. The research utilized a satisfaction measurement questionnaire encompassing seven dimensions: AR technical quality, UX/UI design, content and information quality, perceived value, satisfaction levels, behavioral intentions, and tourism impact. Data analysis employed descriptive statistical methods, including means, standard deviations, and correlation analysis. Research findings revealed that the developed AR application demonstrated high quality and satisfaction across all evaluated dimensions ("X" ̅ = 3.96-4.04, S.D. = 0.80-0.83). The highest-performing aspects were AR technical quality and content/information quality ("X" ̅ = 4.04). Furthermore, correlation matrix analysis indicated a strong relationship between content quality and tourism impact (r = 0.78), while UX/UI design showed high correlation with overall satisfaction (r = 0.76). These results underscore that ease of use and content quality serve as critical factors in creating meaningful experiences and technology acceptance. In conclusion, implementing AR technology to promote cultural and artistic tourism effectively enhances its appeal. This approach dynamically conveys artistic and historical values. This approach creates innovative experiences aligned with contemporary traveler expectations and serves as a vital mechanism for supporting local development and regional tourism promotion.