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Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism

Author

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  • Seokho Han

    (Smart Tourism Education Platform, Kyung Hee University, 26 Kyungheedae-ro, Seoul 02447, Korea)

  • Ji-Hwan Yoon

    (College of Hotel and Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Seoul 02447, Korea)

  • Jookyung Kwon

    (Smart Tourism Education Platform, Kyung Hee University, 26 Kyungheedae-ro, Seoul 02447, Korea)

Abstract

The use of information boards tends to be regulated in many heritage sites to preserve these cultural heritage places. Although augmented reality (AR) has become a major approach for reducing negative experiences due to restrictions, limited studies have been conducted to understand the effect of AR experiential value on destination-related behavior. Accordingly, the current work aims to investigate how the multidimensional components of AR experiential value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive behavior through AR satisfaction and experiential authenticity. Partial least squares structural equation modeling is performed to test the relationships. Results show that visual appeal, entertainment, and enjoyment exert significant positive effects on destination authenticity and AR satisfaction, ultimately increasing the supportive behavior of an individual. By contrast, escapism does not exhibit a substantial influence on experiential authenticity and AR satisfaction. These findings help practitioners and researchers create competitive advantages for destinations and improve tourist–destination relationships.

Suggested Citation

  • Seokho Han & Ji-Hwan Yoon & Jookyung Kwon, 2021. "Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4147-:d:532246
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    References listed on IDEAS

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    1. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    2. Xinlu Wen & Marios Sotiriadis & Shiwei Shen, 2023. "Determining the Key Drivers for the Acceptance and Usage of AR and VR in Cultural Heritage Monuments," Sustainability, MDPI, vol. 15(5), pages 1-24, February.
    3. Francesca De Canio & Elisa Martinelli & Margherita Peruzzini & Sara Cavallaro, 2022. "Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    4. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    5. Izzo, Filomena & Camminatiello, Ida & Sasso, Pasquale & Solima, Ludovico & Lombardo, Rosaria, 2023. "Creating customer, museum and social value through digital technologies: Evidence from the MANN Assiri project," Socio-Economic Planning Sciences, Elsevier, vol. 85(C).
    6. Allal-Chérif, Oihab, 2022. "Intelligent cathedrals: Using augmented reality, virtual reality, and artificial intelligence to provide an intense cultural, historical, and religious visitor experience," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    7. Liyun Zeng & Rita Yi Man Li, 2021. "Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach," Sustainability, MDPI, vol. 13(19), pages 1-20, September.

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