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

Seokho Han, Ji-Hwan Yoon and Jookyung Kwon
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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

Sustainability, 2021, vol. 13, issue 8, 1-13

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.

Keywords: augmented reality (AR); experiential value; AR satisfaction; experiential authenticity; willingness to support the conservation of heritage destinations; heritage tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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