Journal article
Augmented reality and the enhancement of memorable tourism experiences at heritage sites
Current Issues in Tourism, Vol.26(2), pp.242-257
2023
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.
Details
- Title
- Augmented reality and the enhancement of memorable tourism experiences at heritage sites
- Authors
- Shan Jiang (Author) - Capital Normal UniversityBrent Moyle (Author) - Griffith UniversityRyan Yung (Author) - Griffith UniversityLi Tao (Author) - Capital Normal UniversityNoel Scott (Author) - University of the Sunshine Coast, Queensland, Sustainability Research Centre
- Publication details
- Current Issues in Tourism, Vol.26(2), pp.242-257
- Publisher
- Routledge
- DOI
- 10.1080/13683500.2022.2026303
- ISSN
- 1747-7603
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Centre; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99608307202621
- Output Type
- Journal article
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- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Hospitality, Leisure, Sport & Tourism
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