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

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

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.