The Role of Unique Learning Experiences in Mediating the Relationship Between Interactive Touch Screens and Brand Awareness of Dark Tourism Destinations: A Case Study of Taman Prasasti Museum, Jakarta

This study aims to analyze the role of Unique Learning Experiences as an intervening variable in the effect of Interactive Touch Screens on Brand Awareness at dark tourism attraction, namely Taman Prasasti Museum Jakarta. Data were collected based on a quantitative research approach with a survey method in 182 respondents who visited the museum and used interactive touch screen technology. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS- SEM) with SmartPLS software version 3. The results indicate that although Interactive Touch Screens do not directly facilitate Brand Awareness, the Unique Learning Experience is significantly enhanced through the screens, and this in turn positively affects Brand Awareness. Visitor experience is formed through different types of engagement, including cognitive, emotional, and interactive engagement, as emphasized by the findings of this study, which can strengthen the perception of a destination and support the destination branding effect. This indicates that some effort towards interactive technologies can pay off and helps inform classical practitioners in the field of the museum and heritage studies. Future studies may focus on the lasting impacts of such technologies on visitors' behaviors and destination loyalty (i.e., the desirability of returning to a location) and other mediation factors that should be considered between interactive technology and brand awareness.