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Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum

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Information and Communication Technologies in Tourism 2016

Abstract

This study aims to investigate the impact of Virtual Reality (VR) and Augmented Reality (AR) on the overall visitor experience in the context of museum. In tourism research, few attempts have been made to examine factors which enhance visitor experience using new and emerging technologies such as VR & AR respectively, however research on visitor experience in the mixed environment by combining both VR & AR is scarce. In particular, this study examined the impact of social presence on visitor experience in the mixed (VR & AR) environment by applying social presence theory and experience economy theory. Questionnaires administered to 163 museum visitors revealed that social presence in mixed (VR & AR) environments is a strong predictor of four realms of experience economy. Furthermore, all aspects of experience economy, except for esthetic experience, have a significant influence on visitor experience, which consequently induce the tourists’ intention to revisit Geevor museum. The results of this study provide theoretical and managerial implications for adoption of VR & AR technologies in museum.

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Author information

Authors and Affiliations

  1. Department of Food and Tourism Management, Manchester Metropolitan University, Manchester, UK

    Timothy Jung & M. Claudia tom Dieck

  2. Department of Hotel Management, Graduate School, Kyung Hee University, Seoul, Republic of Korea

    Hyunae Lee

  3. College of Hotel and Tourism Management, Kyung Hee University, Seoul, Republic of Korea

    Namho Chung

Authors
  1. Timothy Jung
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  2. M. Claudia tom Dieck
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  3. Hyunae Lee
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  4. Namho Chung
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Corresponding author

Correspondence to Namho Chung .

Editor information

Editors and Affiliations

  1. School of Tourism, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

  2. HES-SO Valais, Sierre, Valais, Switzerland

    Roland Schegg

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Jung, T., tom Dieck, M.C., Lee, H., Chung, N. (2016). Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum. In: Inversini, A., Schegg, R. (eds) Information and Communication Technologies in Tourism 2016. Springer, Cham. https://doi.org/10.1007/978-3-319-28231-2_45

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