TEM Journal. Volume 11, Issue 4, pages 1520-1530, ISSN 2217-8309, DOI: 10.18421/TEM114-12, November 2022. 1520 TEM Journal – Volume 11 / Number 4 / 2022. The Effects of Gamified Exhibition in a Physical and Online Digital Interactive Exhibition Promoting Digital Heritage and Tourism Suepphong Chernbumroong 1 , Wanvimol Nadee 2 , Kanjana Jansukpum 1 , Kitti Puritat 1 , Phichete Julrode 1 1 Chiang Mai University, Chiang Mai, Thailand 2 Maejo University, Chiang Mai, Thailand Abstract – The concept of gamification is to apply game-design elements and game principles in non- game contexts. Applying this concept in interactive exhibitions has enormous potential to attract visitors and improve their fun level, engagement, and learning. The purpose of this paper is to study the effect of the case study in which we applied gamification in two types of physical and online digital interactive exhibitions, both in the form of short events. The case study was conducted using gamified exhibition for both physical and online digital environments. We implemented the Game-trip which consisted of two parts: a physical exhibition of an interactive map and a digital online application. We also carried out a user study at the Chiang Mai International Exhibition and Convention Centre. We evaluated the user study by collecting qualitative and quantitative visitor behavior data from online survey questionnaires, and we also used user behavior data and semi-structured interview. The results suggest that the physical interactive exhibition provides engagement and fun but does not support learning goals. DOI: 10.18421/TEM114-12 https://doi.org/10.18421/TEM114-12 Corresponding author: Phichete Julrode, Faculty of humanities Chiang Mai University,Chiang Mai, Thailand. Email: phichete.j@cmu.ac.th Received: 05 August 2022. Revised: 12 September 2022. Accepted: 21 September 2022. Published: 25 November 2022. © 2022 Suepphong Chernbumroong et al; published by UIKTEN. This work is licensed under the Creative Commons Attribution‐NonCommercial‐NoDerivs 4.0 License. The article is published with Open Access at https://www.temjournal.com/ The interview data suggested that we provide more devices for the participants in the physical environment in order to avoid long waiting time. For the online digital interactive application, it also helped visitors to get familiar with the other exhibition in the event. Finally, the gamified exhibition can be used as a design to improve the overall visitor experience in exhibitions. Keywords – Gamification, Physical exhibition, online digital exhibition, User behavior, Interactive exhibition. 1. Introduction In the present, the advancement of technology has been brought about to assist humans in several ways, making life more convenient and easier. In other words, the development of technology significantly supports and helps humans effectively manage or analyze their digital information. To make learning and studying more enjoyable, gamification, one of the advanced technologies, has been widely applied in many fields of study, such as education, business, healthcare, etc. Interestingly, gamification can be beneficial in keeping people or users focused and engaged in a certain area of study because of the unique feature of gamification, which is a reward granted to the user who can finish and complete the game's missions. Such a reward feature can motivate and influence the user to participate in the game and pay attention to the knowledge or content offered. Nonetheless, it is rare to find gamification applied in the tourism industry and cultural institutions. Cultural institutions, including museums, are the places where a lot of priceless and ancient artifacts are collected, providing knowledge of history. Therefore, using such advanced technology can support museums in providing individualized services and therefore complete their objective by creating a high-quality museum of teaching, research,