Visitor's experience evaluation of applied projection mapping technology at cultural heritage and tourism sites: the case of China Tangcheng

Research on digital cultural heritage is concerned with the implementation of projection mapping (PJM) technologies, projection viewing, and interactive programs at cultural heritage sites. As PJM technology has come to play an increasingly important role in attracting visitors to museums, heritage pavilions and heritage sites, the topics of digital cultural heritage and digital cultural tourism have become widely discussed in professional and academic circles. However, questions have begun to emerge over the past decade about the relevance of the content presented using PJM at heritage sites and tourist attractions to the sites' cultural value, and various researchers have attempted to evaluate the effectiveness of PJM on the visitor experience and generate proposals for improvement. Unfortunately, the usefulness of these attempts has been limited by several methodological shortcomings. Therefore, this study proposes an original system for evaluating visitor's cultural experiences. By evaluating the effectiveness of PJM on visitor's cultural experiences, a methodology and a set of guidelines for applying PJM that promotes cultural understanding were proposed, and further to achieve an integrated understanding of visitor's tendency to recall PJM information. Furthermore, a trial run of the system was conducted by the authors in a study of a digital media campaign in October 2021 and the data derived from this investigation are presented in this article as a reference point for comparable cultural heritage and tourism sites.