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Augmented reality and the enhancement of memorable tourism experiences at heritage sites

Author

Listed:
  • Shan Jiang
  • Brent Moyle
  • Ryan Yung
  • Li Tao
  • Noel Scott

Abstract

Augmented reality (AR) has revolutionized the tourist experience, presenting an opportunity to generate meaningful engagement with unique culture and heritage. Despite the potential, a limited empirical inquiry has assessed the efficacy of AR for the creation of memorable heritage tourism experiences (MTEs). Consequently, this research aims to examine the efficacy of AR for enhancing the memorability of tourism experiences (MTE) at heritage sites, the such as Great Wall of China, using a smartphone app, equipped with four interrelated AR heritage tourism experiences, used by visitors. Applying one-group pre–post quasi-experimental design (n = 275), respondents’ MTEs were examined, compared and contrasted with and without the AR experience. Results demonstrate that virtual AR heritage tourism experiences enhance the MTE of a visit to the heritage tourism site, with differences in experience intensity found across the MTE parameters. Furthermore, this empirical research probed into impacts of AR experiences on the satisfaction and dissatisfaction of tourists visiting an outdoor heritage site, and it addressed MTE is a mediator of the relationship between tourist attitude to AR experience and behavioural intention. The paper contributes new understandings and insights to the on-going application and advancement of AR technology in a nature-based tourism context.

Suggested Citation

  • Shan Jiang & Brent Moyle & Ryan Yung & Li Tao & Noel Scott, 2023. "Augmented reality and the enhancement of memorable tourism experiences at heritage sites," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(2), pages 242-257, January.
    • Handle: RePEc:taf:rcitxx:v:26:y:2023:i:2:p:242-257
    DOI: 10.1080/13683500.2022.2026303
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    Cited by:

    1. Ahmad Almufarreh & Muhammad Arshad, 2023. "Promising Emerging Technologies for Teaching and Learning: Recent Developments and Future Challenges," Sustainability, MDPI, vol. 15(8), pages 1-21, April.
    2. 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.
    3. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    4. Paola Patricia Ariza-Colpas & Marlon Alberto Piñeres-Melo & Roberto-Cesar Morales-Ortega & Andrés Felipe Rodríguez-Bonilla & Shariq Butt-Aziz & Sumera Naz & Leidys del Carmen Contreras-Chinchilla & Ma, 2024. "Sustainability in Hybrid Technologies for Heritage Preservation: A Scientometric Study," Sustainability, MDPI, vol. 16(5), pages 1-37, February.
    5. Paola Patricia Ariza-Colpas & Marlon Alberto Piñeres-Melo & Roberto-Cesar Morales-Ortega & Andres-Felipe Rodriguez-Bonilla & Shariq Butt-Aziz & Sumera Naz & Leidys del Carmen Contreras-Chinchilla & Ma, 2023. "Tourism and Conservation Empowered by Augmented Reality: A Scientometric Analysis Based on the Science Tree Metaphor," Sustainability, MDPI, vol. 15(24), pages 1-32, December.

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