The Impact of Augmented Reality Experiential Marketing on Tourist Experience Satisfaction (original) (raw)
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AUGMENTED REALITY EXPERIENTIAL MARKETING IN TOURISM
Experiential marketing was created as a response to the inability of traditional marketing to adjust to the new market conditions of large amount of information and communication revolution. It is a relatively new concept in marketing, defined in different ways by different authors. The methodology in this paper is theoretical research and the main objective is to analyze the various concepts of experience and experiential marketing and to show difference between two concepts. In addition to show application of experiential marketing in tourism with the support of high technology, respectively augmented reality, which is in focus of Augmented Reality Experiential Marketing (AREM). Contribution of this paper lies in providing a comprehensive review of the experience, experiential marketing and augmented reality literature as well as it can serve as a guide for future studies in the area.
Potential Tourists' Opinions on Augmented Reality Applications in Tourism Industry Research Article
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Nowadays, the tourism industry requires continuous investment into new technologies, preferably for mobile use, in order to keep attracting visitors” and therefore, highlighting the need for destinations to be innovative. Therefore, such competitive environment impose the academics to make extra efforts to keep the industry on the track, so this study tries to explore the influence of combining Augmented Reality and Virtual Reality applications on tourist experience and investigate the benefits they get and the difficulties they experience while using such applications. A quantitative method was the most appropriate method for this study; a well-structured questionnaire was designed and distributed in national museum of natural history in Washington Dc. The findings reveal that Augmented Reality and Virtual Reality are promising technologies that can have wide impact on enhancing tourist experience before, and during the visits. This study recommends combining Augmented Reality and ...
Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism
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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 authentic...
Augmented Reality Applications in Tourism
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This study aims to examine the use of the application in tourism field on the question of what augmented reality applications mean, which is one of the endpoints of technology for tourism. With the study of in-depth literature, firstly augmented reality has been determined, and the changes and developments it has undergone throughout the history have been examined. Then, its areas of use and the types have been examined. Today, it is thought that the augmented reality, being the newest dimension of technology and seems it is almost impossible not to use in the area of tourism will provide a huge amount of marketing convenience and competitive advantages. In this article, twelve case studies on the application used in many fields of tourism such as transportation, accommodation, food & beverage and museums, have been analyzed. As a result of these analyses, it is seen that augmented reality applications, which are used in this field increasingly, provide a great marketing convenience to businesses and destinations. Augmented reality applications, playing a major role in the travels of tourists, make consumers feel safer while making the travels easier. It is thought that all businesses that want to capture market progress in the coming years and aim to provide competitive advantage by making a difference in influencing tourists will intensively use augmented reality applications.
Augmented Reality Advertisements in Tourism Marketing
The rapid growth in the use of smart phones and respective mobile applications has created new ways for the tourism industry to market the services to customers. The growing use of smart phones is driving the mobile applications market to be one of the fastest growing media outlets in the history of consumer technology. Augmented reality, or AR, has become one of the new advertising and marketing tool. Many brands use AR to attract customers and to increase customer engagement. AR allows smart phone and tablet computer users to point their phone or tablet cameras at certain objects-be they print advertisement or even coffee cups-that trigger a 3D video. Augmented reality gives businesses opportunity to unexpectedly integrate the digital world with the real world. This chapter presents the profile of AR applications and AR advertisements in the tourism industry.
Sri Lanka Journal of marketing, 2024
This study explores the impact of augmented reality (AR) on tourist destination satisfaction (DS) in Sri Lanka's heritage tourism, focusing on historical sites in Polonnaruwa. The research aims to improve the visitor experience and address inadequate funding for site rebuild, focusing on the mediating role of immersive experience and perceived value. Furthermore, the researcher surveyed 256 visitors to cultural and historical destinations as part of a quantitative research approach using IBM SPSS Statistics 25 and Smart PLS 4. The results show that AR and DS are significantly and positively related, with perceived value and immersive experience as mediators. According to the study, historical landmarks should include AR technology, and tourist staff members should get AR training. Moreover, future studies could investigate the long-term impacts of AR on visitors' attitudes, loyalty, and behaviour, as well as the cultural characteristics that influence how AR perceives heritage tourism.