AR(Augmented Reality) Experiences and Tourist Engagement: Verifying the Role of Destination Brand Relationship, Immersion, and Emotional Attachment

• 발행기관: People & Global Business Association
• 저자명: Shuang LI Hee-Yeon Kim Sung-Joon Yoon
• 간행물 정보: 『Global Business and Finance Review』Vol.29 No.11, 1~15쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose: This study aims to investigate how tourists' experiences with Augmented Reality (AR) enhance their intention to engage in tourism activities. The research explores this by examining four experiential dimensions: sensory, affective, cognitive, and behavioral. It also considers the roles of destination brand relationships, immersion, and emotional attachment as intervening variables. Design/methodology/approach: The study employs a survey-based approach to analyze the impact of AR experiences on tourists' engagement intentions. Structural Equation Modeling (SEM) is used to verify the relationships between the variables. Additionally, the study examines the moderating effect of innovation propensity on the relationship between AR experiences and destination brand relationships. Findings: The findings reveal that AR experiences positively influence tourists' intentions to engage in tourism activities. The relationships between AR experiences, destination brand relationships, immersion, and emotional attachment are found to be significant. Moreover, tourists with higher innovation propensity exhibit a stronger connection between AR experiences and destination brand relationships. Research limitations/implications: The research is limited by its focus on specific tourist destinations and populations, which may affect the generalizability of the results. Future studies should explore a wider range of cultural contexts and destinations. Practically, the findings suggest that tourism managers should consider incorporating AR technologies to enhance tourist engagement and loyalty to destinations. Originality/value: This study contributes to the theoretical understanding of how immersive technologies like AR influence tourism-related decision-making processes. It provides new insights into how AR can intensify tourist engagement, offering practical strategies for achieving sustainable competitive advantage in the tourism industry.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Hypothesis and Research Model

Ⅳ. Data Analysis and Results

Ⅴ. Conclusion and Implications

References

키워드

Augmented Reality (AR) Destination Brand Relationships Immersion Attachment Tourist Engagement Innovation Propensity