# The Impact of AI Guide Language Strategies on Museum Visitor Experience: The Mediating Role of Psychological Distance in the Arousal–Topic Fit Effect

## TL;DR

This study explores how AI tour guides in museums can improve visitor experiences by adjusting language arousal based on the topic, with psychological distance playing a key role.

## Contribution

The study introduces a topic-aware language design framework for AI guides, revealing psychological distance as a critical mediator in effectiveness.

## Key findings

- High-arousal language improves outcomes in natural science contexts by reducing psychological distance.
- Low-arousal language is more effective for social history topics, preserving perceived seriousness and credibility.
- Psychological distance mediates the arousal–topic fit effect, while emotional resonance and concentration do not.

## Abstract

AI digital human tour guides are increasingly used in museums, yet current designs prioritize technological features over content adaptability, neglecting the psychological underpinnings of effective communication. This study examines how language arousal (high vs. low) influences visitor satisfaction, continued use intention, and knowledge recall, with a focus on the mediating roles of psychological distance, emotional resonance, and concentration. The experiment employed a 2 × 2 mixed design, with language arousal as the between-subjects variable and science popularization themes as the within-subjects variable. Eighty participants were randomly assigned to either a high-arousal or low-arousal group. All participants received stimuli from both natural science and social culture science popularization themes, with presentation order balanced using the ABBA method. Results revealed a significant interaction between language arousal and topic: high-arousal language improved outcomes in natural science contexts by reducing psychological distance, whereas low-arousal language was more effective for social history, where increased psychological distance preserved perceived seriousness and credibility. Psychological distance emerged as a key mediator, while emotional resonance and concentration did not show significant effects. These findings reveal how topic-aware language design can enhance AI-guided museum experiences. The study helps AI explanation systems achieve a qualitative transformation from “being able to speak” to “being effective in speaking”.