IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i18p8261-d1483635.html
   My bibliography  Save this article

Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists

Author

Listed:
  • Songhong Chen

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macau, China)

  • Yuanshu Tian

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macau, China)

  • Siyun Pei

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macau, China)

Abstract

This paper explores the integration of augmented reality (AR) technology within the realm of cultural heritage tourism, particularly its influence on the development of tourists’ heritage-responsibility behaviors. Addressing the recovery and development of Chinese domestic tourism in the post-pandemic period, smart tourism technology innovations have been explored. The research demonstrates that AR, by surpassing physical and temporal constraints, fosters a deeper synthesis of traditional and contemporary cultures, thereby enriching the comprehension of national history and cultural heritage. Employing the stimulus–organism–response (SOR) theory, a theoretical framework is established to elucidate the causal links from AR attributes to perceived usefulness, enjoyment, and behavioral intentions. The analysis reveals that the interactivity, vividness, and novelty of AR significantly augment perceived usefulness and enjoyment, although augmentation quality does not notably impact enjoyment. Both perceived usefulness and enjoyment significantly drive the intention to recommend. This study offers valuable theoretical insights and practical recommendations for the strategic deployment of AR in the sustainable development of cultural heritage tourism.

Suggested Citation

  • Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8261-:d:1483635
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/18/8261/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/18/8261/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. M. Claudia tom Dieck & Timothy Jung, 2018. "A theoretical model of mobile augmented reality acceptance in urban heritage tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(2), pages 154-174, January.
    2. Meilan Jin & Yuxian Juan & Youngjoon Choi & Choong-Ki Lee, 2019. "Estimating the Preservation Value of World Heritage Site Using Contingent Valuation Method: The Case of the Li River, China," Sustainability, MDPI, vol. 11(4), pages 1-14, February.
    3. Wenbin Du & Ruo-yu Liang & Denghui Liu, 2022. "Factors Influencing School Teachers’ Continuous Usage Intention of Using VR Technology for Classroom Teaching," SAGE Open, , vol. 12(3), pages 21582440221, July.
    4. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    5. Keller, Punam Anand & Block, Lauren G, 1997. "Vividness Effects: A Resource-Matching Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 295-304, December.
    6. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
    7. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    8. Jing-Yun Zeng & Yisitie Xing & Chang-Hyun Jin, 2023. "The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships," Sustainability, MDPI, vol. 15(9), pages 1-16, April.
    9. DovilÄ— SelickaitÄ— & Yeshayahu Hutzler & Kazimieras PukÄ—nas & Martin E. Block & Diana RÄ—klaitienÄ—, 2019. "The Analysis of the Structure, Validity, and Reliability of an Inclusive Physical Education Self-Efficacy Instrument for Lithuanian Physical Education Teachers," SAGE Open, , vol. 9(2), pages 21582440198, May.
    10. Tanja Komarac & Đurđana Ozretić Došen, 2022. "Discovering the determinants of museum visitors’ immersion into experience: the impact of interactivity, expectations, and skepticism," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(22), pages 3675-3693, November.
    11. Hassan Ahmad & Asad Butt & Asif Muzaffar, 2023. "Travel before you actually travel with augmented reality – role of augmented reality in future destination," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(17), pages 2845-2862, September.
    12. Michela C. Mason & Angelo Riviezzo & Gioele Zamparo & Maria Rosaria Napolitano, 2022. "It is worth a visit! Website quality and visitors’ intentions in the context of corporate museums: a multimethod approach," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(18), pages 3027-3041, September.
    13. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    14. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shiran Geng & Hing-Wah Chau & Elmira Jamei & Zora Vrcelj, 2024. "Demystifying the Use of Open-Access Data in Smart Heritage Implementations," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-26, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    3. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    4. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    5. Söderström, Charlotte & Mikalef, Patrick & Dypvik Landmark, Andreas & Gupta, Shivam, 2024. "Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation," Journal of Business Research, Elsevier, vol. 182(C).
    6. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    7. Farrukh Rafiq & Nikhil Dogra & Mohd Adil & Jei-Zheng Wu, 2022. "Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method," Mathematics, MDPI, vol. 10(13), pages 1-15, June.
    8. Nannan Xi & Juan Chen & Filipe Gama & Marc Riar & Juho Hamari, 2023. "The challenges of entering the metaverse: An experiment on the effect of extended reality on workload," Information Systems Frontiers, Springer, vol. 25(2), pages 659-680, April.
    9. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    11. de Kervenoael, Ronan & Aykac, D. Selcen O. & Palmer, Mark, 2009. "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 320-328.
    12. Dehghani, Milad & Lee, Seung Hwan (Mark) & Mashatan, Atefeh, 2020. "Touching holograms with windows mixed reality: Renovating the consumer retailing services," Technology in Society, Elsevier, vol. 63(C).
    13. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Nawres, Darragi & Nedra, Bahri-Ammari & Yousaf, Anish & Mishra, Abhishek, 2024. "The role of augmented reality in shaping purchase intentions and WOM for luxury products," Journal of Business Research, Elsevier, vol. 171(C).
    15. repec:dau:papers:123456789/6813 is not listed on IDEAS
    16. Sarita Kumari & Vijay Rathee, 2024. "Influencing Customers’ Buying Behaviour in E-tail Through Telepresence Evoked by Augmented Reality: The Mediating Role of Usefulness, Ease of Use and Enjoyment," Paradigm, , vol. 28(2), pages 204-222, December.
    17. 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.
    18. Nikhashemi, S.R. & Knight, Helena H. & Nusair, Khaldoon & Liat, Cheng Boon, 2021. "Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Plotkina, Daria & Saurel, Hélène, 2019. "Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 362-377.
    20. Brannon Barhorst, Jennifer & McLean, Graeme & Shah, Esta & Mack, Rhonda, 2021. "Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 423-436.
    21. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8261-:d:1483635. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.