The Role of Augmented Reality for Experience-Influenced Environments: The Case of Cultural Heritage Tourism in Korea

• Published in: Journal of travel research Vol. 57; no. 5; pp. 627 - 643
• Main Authors: Chung, Namho, Lee, Hyunae, Kim, Jin-Young, Koo, Chulmo
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.05.2018; SAGE PUBLICATIONS, INC
• Subjects: Aesthetics; Augmented reality; Cultural heritage; South Korea; balance theory; post-acceptance model of IS continuance; cultural heritage; augmented reality (AR); smart tourist

In cultural heritage sites around the globe, augmented reality (AR) is being utilized as a tool to provide visitors with better experiences while preserving the integrity of the sites. However, little research has examined the impact of AR on customers’ attitudes and behavioral intentions toward the...