AR/VR applications are gaining prominence in exhibition communication. In this field
research project, we developed an assessment model to identify major AV/VR application
types and their functions. We then used this model to describe 32 contemporary multimedia
exhibition applications in 12 countries. During our visits to the exhibitions, we
assumed the perspective of the non-specialist visitor to better identify communicative
effects of AR/VR applications and compare them with traditional guides developed for
similar exhibitions. Our results show that these innovative sources of information
may significantly contribute to visitor enjoyment as well as knowledge gain and retention
