Enhancing visitors satisfaction in cultural organisations through gamified role-playing experiences

This study explores how gamified role-playing applications can enhance visitor experience in cultural settings. Utilising a quantitative methodology, data were collected via an online questionnaire, with a focus on constructs, such as autonomy support, competition, enjoyment and social gain. The analysis employs PLS-SEM to evaluate the relationships between these constructs and visitor satisfaction. The findings reveal that enjoyment and social interactions significantly influence visitor satisfaction, highlighting the effectiveness of gamified experiences to create engaging cultural experiences. This research emphasises the importance of integrating Al-driven applications in cultural domains to improve visitor engagement and satisfaction.