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AR Experience Design to Improve AR Satisfaction and Willingness to Pay in Smart Tourism Cities

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2021, 45(5), pp.9-32
  • DOI : 10.17086/JTS.2021.45.5.9.32
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : December 1, 2020
  • Accepted : June 3, 2021
  • Published : July 1, 2021

Sunyoung Hlee 1 Hyunae Lee 1 Juyeon Ham 1

1경희대학교

Excellent Accredited

ABSTRACT

Augmented reality (AR) acceptance depends on the characteristic and background of a traveler and experiential characteristics of an AR application. This study aims to understand the configurations of the two types of travel motivations and four factors of the experience suggested by Pine and Gilmore on tourist’s AR satisfaction and willingness to pay on AR. The data are collected through an experiment using an AR of Casa Batlló in Barcelona, Spain, which is one of the most successful case as an exemplary. A total of 56 data analyzed using fuzzy-set qualitative comparative analysis, four patterns show high AR satisfaction, and two patterns show high willingness to pay for AR. In particular, education was found to be the most important experience economy factor for high AR satisfaction and willingness to pay. Passive participation (entertainment + aesthetics) was also found to be an predictor of AR satisfaction and willingness to pay. Results of this study suggest that, when designing AR content with high satisfaction and willingness to pay, creating educational content is the most important, but user participation should be induced while considering entertainment and aesthetics. In addition, it was found that the core experience economy factors influencing the willingness to pay for AR differ in accordance with the motivation of a tourist. This finding suggests a need for a personalized AR service strategy that fits the travel motivation of a tourist.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.