The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Sujin Bae, Timothy Hyungsoo Jung, Natasha Moorhouse, Minjeong Suh and Ohbyung Kwon
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Sujin Bae: School of Management, Kyung Hee University, Seoul 02447, Korea
Timothy Hyungsoo Jung: Faculty of Business and Law, Manchester Metropolitan University, Manchester M15 6BG, UK
Natasha Moorhouse: Faculty of Business and Law, Manchester Metropolitan University, Manchester M15 6BG, UK
Minjeong Suh: Graduate school of international tourism, Hanyang University, 222, Wangsimni-ro, Seongdong-gu, Seoul 04763, Korea
Ohbyung Kwon: School of Management, Kyung Hee University, Kyung Hee Dae Ro 26, Dong Dae Mun Gu, Seoul 02447, Korea

Sustainability, 2020, vol. 12, issue 7, 1-22

Abstract: Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

Keywords: mixed reality; interactivity; vividness; brand loyalty; brand awareness; brand association; cultural heritage attractions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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