Visitor Experience Map and NFC-Based Scoring for Data-Driven Exhibition Enhancement

Siti Fatimah Abdul Razak, Jeslyn Pik Syuen Hee, Rashidah Ahmad, Sumendra Yogarayan, Noor Hisham Kamis, Md Shohel Sayeed


In the current exhibition industry, it is crucial for organizers and exhibitors to comprehend and enhance visitor experiences. The objective of this study is to improve the exhibition setting by utilizing Near Field Communication (NFC) technology to capture, monitor, and analyze visitor behavior, engagement, and satisfaction. The main approach entails combining NFC technology with the Visitor Experience Map to fully understand the complexities of the visitor experience. NFC-enabled smartphones facilitate seamless interaction with the system, as users simply need to bring their smartphones close to NFC tags. This enables data collection and triggers the activation of a visitor scoring form for ratings and feedback. The study's findings indicate a mean system usability score of 81.4, which demonstrates successful implementation and great usability. This confirms the effective and easy-to-use nature of the strategy, guaranteeing that visitors can effortlessly provide their ratings and feedback. The originality and enhancement reside in the successful integration of NFC technology with the Visitor Experience Map, providing a strong and user-focused approach for organizers and exhibitors to enhance the exhibition experience. This study creates a favorable situation for both visitors and stakeholders, demonstrating the potential of technological advancements to greatly influence the exhibition industry.


Doi: 10.28991/ESJ-2024-08-01-015

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Customer Journey Mapping; Near Field Communication; Exhibitions; NFC-tag; Customer Rating; Visitor Feedback.


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DOI: 10.28991/ESJ-2024-08-01-015


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