AI+XR Technology-Driven Research on the Digital Communication Effects of Cultural Heritage

This paper takes the Eternal Splendor of the Tang Dynasty immersive exhibition at the Anhui Museum as a practical case to explore the digital communication effects of AI+XR technology in museum displays. By integrating the Technology Acceptance Model (TAM) and User Experience Theory, the study constructs a research model around three dimensions: technological implementation, content innovation, and user experience. The study reveals a chain mechanism of digital cultural communication, encompassing digital experience - emotional experience - acceptance - revisit intention. Empirical analysis based on 436 valid questionnaires shows that aesthetic experience, interactive experience, immersive experience, cultural content experience, and cultural value experience all have a significant positive impact on emotional experience. Emotional experience significantly positively influences acceptance, which in turn significantly positively affects revisit intention. The user clustering analysis based on the K-means algorithm identifies three types of groups: basic, conservative, and deep experience types. This research provides a theoretical basis and practical reference for the digital transformation of museums in the era of artificial intelligence.