Downloads

https://doi.org/10.62836/jissh.v3i3.0020
Yang, Y. (2026). The Impact of AI-Guided Service on Museum Reputation. Journal of Integrated Social Sciences and Humanities, 3(3), 0020. https://doi.org/10.62836/jissh.v3i3.0020
Volume 3, Issue 3, 2026

The Impact of AI-Guided Service on Museum Reputation

This study explores the impact mechanism of AI-guided service on museum reputation in the digital era from the perspective of public relationship management, supported by Uses and Gratifications Theory. AI-guided service integrates natural language processing, multimodal interaction, VR/AR, and other emerging digital technologies to provide instant, immersive, and personalized interpretation for museum visitors. Based on Uses and Gratifications Theory, this paper argues that visitors act as active agents whose cognitive, personalized, and affective needs can be satisfied through AI-guided services, thereby further shaping museum reputation. Through case analysis of Tengwang Pavilion and Jiangxi Provincial Museum, this study clarifies the internal mechanisms of AI-guided service that affect museum reputation, as well as the matching logic between technological applications and diverse visitor demands. This study integrates Uses and Gratifications Theory and public relationship management and suggests that the museums could adopt reasonable relationship-oriented strategies to enhance public trust and sustain long-term social reputation.

AI-guided service museum reputation public relationship management uses and gratifications theory

References

  1. Sun RY. The Application Research of AI Smart Guide Technology in the Capital Museum Public Services. China Museums 2025; (04): 96–103.
  2. Wang YP. Research on the Application of Artificial Intelligence in Museum Exhibition Interpretation. Collection & Investment 2025; 16(09): 105–107.
  3. Yang D. Research on the Application of AI Technology in Museum Interpretation Services. Central Plains Culture & Tourism 2025; (17): 28–30.
  4. Wilcox DL, Cameron GT, Reber BH. Public Relations: Strategies and Tactics, 11th ed.; Pearson: London, UK, 2015.
  5. Urista MA, Dong Q, Day KD. Explaining Why Young Adults Use MySpace and Facebook through Uses and Gratifications Theory. Human communication 2009; 12(2): 215–229.
  6. Cheng LLY, Fang G. Discussion on the Application of Artificial Intelligence in Museum Exhibition Interpretation from the Perspective of Media Situation Theory. New Media Research 2026; 12(03): 24–28.
  7. Zhao J, Zhang YJ, Yang XY. The Front Practices and Challenges of AI Technology Represented by the Large Language Models Applied in Culture and Museum Sector. China Museums 2024; (01): 119–126.

Supporting Agencies

  1. Funding: This research received no external funding.