Augmented reality marketing to enhance museum visit intentions

• Published in: Journal of hospitality and tourism technology Vol. 14; no. 4; pp. 658 - 674
• Main Authors: Wu, Chih-Hung, Lin, Yi-Fang, Peng, Kang-Lin, Liu, Chih-Hsing
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 03.08.2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Augmented reality; Confidence; Cultural heritage; Hospitality industry; Investigations; Literature reviews; Marketing; Motivation; Museums; Perceptions; Technology; Tourism; 启发模型; AR; 博物馆营销; 增强现实营销; Museum marketing; Augmented reality marketing; Inspiration model; Motivation model; 动机模型

Purpose This study aims to explore the augmented reality (AR) effectiveness of museum visiting. Design/methodology/approach Based on the AR marketing of the motivation model and the inspiration model, the critical mental process and AR were revealed that could increase museum visits. The mixed-metho...