skip to main content
research-article

Differences in Heritage Tourism Experience between VR and AR: A Comparative Experimental Study Based on Presence and Authenticity

Published: 17 April 2024 Publication History

Abstract

This study developed two distinct types of remote heritage virtual tourism programs, namely VR and AR. We utilized the Stimulus-Organism-Response (S-O-R) model to understand how users’ perceptions of vividness and interactivity in VR and AR influence their sense of presence and perceived authenticity. Furthermore, we explored how the sense of presence and perceived authenticity further impact tourists’ responses, including satisfaction and behavioral intention. The findings indicate differences between VR and AR in several aspects. To elaborate, in the context of VR, vividness significantly influences perceived authenticity, an effect not found within the AR setting. Furthermore, interactivity impacts the sense of presence in AR, but this is not the case in VR. Within an AR setting, a user's sense of presence directly influences their level of satisfaction, yet no corresponding impact was found in VR. Even though the results show varying influences of presence on user intention in VR and AR, no significant differences were discovered. By gaining an in-depth understanding of tourists’ actual perceptions of VR and AR applications, this study provides insights for heritage site managers on how to employ VR and AR to enhance the efficiency of virtual heritage experiences for tourists.

References

[1]
Eunkyung Park, Byoung-Kil Choi, and Timothy J. Lee. 2019. The role and dimensions of authenticity in heritage tourism. Tourism Management 74, 10 (2019), 99–109. DOI:
[2]
Xiaoli Yi, Xiaoxiao Fu, Vera Shanshan Lin, and Honggen Xiao. 2022. Integrating authenticity, well-being, and memorability in heritage tourism: A two-site investigation. Journal of Travel Research 61, 2 (2022), 378–393. DOI:
[3]
Daniele Scarpi and Francesco Raggiotto. 2023. A construal level view of contemporary heritage tourism. Tourism Management 94, 2 (2023), 104648. DOI:
[4]
Xiaoxiao Fu. 2019. Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing & Management 12, 6 (2019), 84–94. DOI:
[5]
Namho Chung, Hyunae Lee, Jin-Young Kim, and Chulmo Koo. 2018. The role of augmented reality for experience-influenced environments: the case of cultural heritage tourism in korea. Journal of Travel Research 57, 5 (2018), 627–643. DOI:
[6]
Deepak Chhabra, Robert Healy, and Erin Sills. 2003. Staged authenticity and heritage tourism. Annals of Tourism Research 30, 3 (2003), 702–719. DOI:
[7]
Timothy Jung, Namho Chung, and M. Claudia Leue. 2015. The determinants of recommendations to use augmented reality technologies: The case of a korean theme park. Tourism Management 49, 8 (2015), 75–86. DOI:
[8]
José Martins, Ramiro Gonçalves, Frederico Branco, Luís Barbosa, Miguel Melo, and Maximino Bessa. 2017. A multisensory virtual experience model for thematic tourism: A port wine tourism application proposal. Journal of Destination Marketing & Management 6, 2 (2017), 103–109. DOI:
[9]
Sima Rahimizhian, Ali Ozturen, and Mustafa Ilkan. 2020. Emerging realm of 360-degree technology to promote tourism destination. Technology in Society 63, 11 (2020), 101411. DOI:
[10]
M. Claudia tom Dieck and Timothy Hyungsoo Jung. 2017. Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing & Management 6, 2 (2017), 110–117. DOI:
[11]
Sanjeev Verma, Lekha Warrier, Brajesh Bolia, and Shraddha Mehta. 2022. Past, present, and future of virtual tourism-a literature review. International Journal of Information Management Data Insights 2, 2 (2022), 100085. DOI:
[12]
IpKin Anthony Wong, Shuyi Kara Lin, Zhiwei (Cj) Lin, and Xiling Xiong. 2022. Welcome to stay-at-home travel and virtual attention restoration. Journal of Hospitality and Tourism Management 51, 6 (2022), 207–217. DOI:
[13]
Ryan Yung, Catheryn Khoo-Lattimore, and Leigh Ellen Potter. 2021. VR the world: Experimenting with emotion and presence for tourism marketing. Journal of Hospitality and Tourism Management 46, 3 (2021), 160–171. DOI:
[14]
Daniel A. Guttentag. 2010. Virtual reality: Applications and implications for tourism. Tourism Management 31, 5 (2010), 637–651. DOI:
[15]
George E. Raptis, Christos Fidas, and Nikolaos Avouris. 2018. Effects of mixed-reality on players’ behaviour and immersion in a cultural tourism game: A cognitive processing perspective. International Journal of Human-Computer Studies 114, 6 (2018), 69–79. DOI:
[16]
Dai-In Han, M. Claudia tom Dieck, and Timothy Jung. 2018. User experience model for augmented reality applications in urban heritage tourism. Journal of Heritage Tourism 13, 1 (2018), 46–61. DOI:
[17]
Iis P. Tussyadiah, Dan Wang, Timothy H. Jung, and M. Claudia tom Dieck. 2018. Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management 66, 6 (2018), 140–154. DOI:
[18]
Timothy Jung, M. Claudia tom Dieck, Hyunae Lee, and Namho Chung. 2016. Effects of virtual reality and augmented reality on visitor experiences in museum. In Proceedings of the Information and Communication Technologies in Tourism. Cham. Springer International Publishing, Cham, 621–635. DOI:
[19]
Alma Leopardi, Silvia Ceccacci, Maura Mengoni, Simona Naspetti, Danilo Gambelli, Emel Ozturk, and Raffaele Zanoli. 2021. X-reality technologies for museums: A comparative evaluation based on presence and visitors experience through user studies. Journal of Cultural Heritage 47, 1 (2021), 188–198. DOI:
[20]
Zeya He, Laurie Wu, and Xiang (Robert) Li. 2018. When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management 68, 10 (2018), 127–139. DOI:
[21]
Wei Wei, Ruoxi Qi, and Lu Zhang. 2019. Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management 71, 4 (2019), 282–293. DOI:
[22]
Carlos Flavián, Sergio Ibáñez-Sánchez, and Carlos Orús. 2019. The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research 100, 7 (2019), 547–560. DOI:
[23]
Michel Wedel, Enrique Bigné, and Jie Zhang. 2020. Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing 37, 3 (2020), 443–465. DOI:
[24]
Sandra Maria Correia Loureiro, João Guerreiro, and Faizan Ali. 2020. 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism Management 77, 4 (2020), 104028. DOI:
[25]
Yoonhyuk Jung. 2011. Understanding the role of sense of presence and perceived autonomy in users’ continued use of social virtual worlds. Journal of Computer-Mediated Communication 16, 4 (2011), 492—510. DOI:
[26]
Philipp A. Rauschnabel, Reto Felix, Chris Hinsch, Hamza Shahab, and Florian Alt. 2022. What is XR? Towards a framework for augmented and virtual reality. Computers in Human Behavior 133, 8 (2022), 107289. DOI:
[27]
Paul Milgram, Haruo Takemura, Akira Utsumi, and Fumio Kishino. 1995. Augmented reality: A class of displays on the reality-virtuality continuum. Proceedings of the SPIE 2351, 11 (1995), 282—292. DOI:
[28]
Jung-Hwan Kim, Minjeong Kim, Minjung Park, and Jungmin Yoo. 2023. Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics 77, 2 (2023), 101936. DOI:
[29]
Li-Keng Cheng and Hsien-Long Huang. 2022. Virtual tourism atmospheres: The effects of pleasure, arousal, and dominance on the acceptance of virtual tourism. Journal of Hospitality and Tourism Management 53, 12 (2022), 143–152. DOI:
[30]
Xiaojun Fan, Xinyu Jiang, and Nianqi Deng. 2022. Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management 91, (2022), 104534. DOI:
[31]
Adam Wagler and Michael D. Hanus. 2018. Comparing virtual reality tourism to real-life experience: Effects of presence and engagement on attitude and enjoyment. Communication Research Reports 35, 5 (2018), 456–464. DOI:
[32]
Hyunae Lee, Timothy Hyungsoo Jung, M. Claudia tom Dieck, and Namho Chung. 2020. Experiencing immersive virtual reality in museums. Information & Management 57, 5 (2020), 103229. DOI:
[33]
Renan Adachi, Emily M. Cramer, and Hayeon Song. 2022. Using virtual reality for tourism marketing: A mediating role of self-presence. The Social Science Journal 59, 4 (2022), 657–670. DOI:
[34]
Huey-Min Sun, Shang-Phone Li, Yu-Qian Zhu, and Bo Hsiao. 2015. The effect of user's perceived presence and promotion focus on usability for interacting in virtual environments. Applied Ergonomics 50, 11 (2015), 126–132. DOI:
[35]
Lénaïc B. Cadet and Hanna Chainay. 2020. Memory of virtual experiences: Role of immersion, emotion and sense of presence. International Journal of Human-Computer Studies 144, 12 (2020), 102506. DOI:
[36]
Claudia Schrader and Theo J. Bastiaens. 2012. The influence of virtual presence: Effects on experienced cognitive load and learning outcomes in educational computer games. Computers in Human Behavior 28, 2 (2012), 648–658. DOI:
[37]
Lu Lu, Christina G. Chi, and Yi Liu. 2015. Authenticity, involvement, and image: Evaluating tourist experiences at historic districts. Tourism Management 50, 10 (2015), 85–96. DOI:
[38]
Bo Wendy Gao, Chris Zhu, Hongmei Song, and Ianthe M. Belisle Dempsey. 2022. Interpreting the perceptions of authenticity in virtual reality tourism through postmodernist approach. Inf Technol Tourism 24, 1 (2022), 31–55. DOI:
[39]
Celine Zhao Ying Yin, Timothy Jung, M. Claudia tom Dieck, and Maria Younghee Lee. 2021. Mobile augmented reality heritage applications: Meeting the needs of heritage tourists. Sustainability 13, 5 (2021), 2523. DOI:
[40]
Chris Zhu, Lawrence Hoc Nang Fong, and Manrong Gan. 2023. Rethinking the consequences of postmodern authenticity: The case of a world cultural heritage in augmented reality. Current Issues in Tourism 26, 4 (2023), 617–631. DOI:
[41]
Myung Ja Kim, Choong-Ki Lee, and Michael W. Preis. 2020. The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics and Informatics 49, 6 (2020), 101349. DOI:
[42]
Isabelle Verhulst, Andy Woods, Laryssa Whittaker, James Bennett, and Polly Dalton. 2021. Do VR and AR versions of an immersive cultural experience engender different user experiences? Computers in Human Behavior 125, 12 (2021), 106951. DOI:
[43]
Ricardo Eiris, Masoud Gheisari, and Behzad Esmaeili. 2020. Desktop-based safety training using 360-degree panorama and static virtual reality techniques: A comparative experimental study. Automation in Construction 109, 1 (2020), 102969. DOI:
[44]
Kichan Nam, Christopher S. Dutt, and Jeff Baker. 2023. Authenticity in objects and activities: Determinants of satisfaction with virtual reality experiences of heritage and non-heritage tourism sites. Inf Syst Front 25, 3 (2023), 1219–1237. DOI:
[45]
Jano Jiménez-Barreto, Natalia Rubio, and Sara Campo. 2020. Destination brand authenticity: What an experiential simulacrum! A multigroup analysis of its antecedents and outcomes through official online platforms. Tourism Management 77, 4 (2020), 104022. DOI:
[46]
Jeong Bin Whang, Ji Hee Song, Boreum Choi, and Jong-Ho Lee. 2021. The effect of augmented reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research 133, 9 (2021), 275–284. DOI:
[47]
Mark Yi-Cheon Yim, Shu-Chuan Chu, and Paul L. Sauer. 2017. Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing 39, 1 (2017), 89–103. DOI:
[48]
Johnathan Bown, Elisa White, and Akshya Boopalan. 2017. Chapter 12 - looking for the ultimate display: A brief history of virtual reality. In Proceedings of the Boundaries of Self and Reality Online. Jayne Gackenbach and Johnathan Bown (eds.), Academic Press, San Diego, 239–259. DOI:
[49]
Siv Skard, Eirik Sjåholm Knudsen, Hallgeir Sjåstad, and Helge Thorbjørnsen. 2021. How virtual reality influences travel intentions: The role of mental imagery and happiness forecasting. Tourism Management 87, 12 (2021), 104360. DOI:
[50]
Vanja Bogicevic, Soobin Seo, Jay A. Kandampully, Stephanie Q. Liu, and Nancy A. Rudd. 2019. Virtual reality presence as a preamble of tourism experience: The role of mental imagery. Tourism Management 74, 10 (2019), 55—64. DOI:
[51]
Chun Liu and Xiaoting Huang. 2023. Does the selection of virtual reality video matter? A laboratory experimental study of the influences of arousal. Journal of Hospitality and Tourism Management 54, 3 (2023), 152–165. DOI:
[52]
Nadeem Akhtar, Nohman Khan, Muhammad Mahroof Khan, Shagufta Ashraf, Muhammad Saim Hashmi, Muhammad Muddassar Khan, and Sanil S. Hishan. 2021. Post-COVID 19 Tourism: Will digital tourism replace mass tourism? Sustainability 13, 10 (2021), 5352. DOI:
[53]
Ronald T. Azuma. 1997. A survey of augmented reality. Presence: Teleoperators & Virtual Environments 6, 4 (1997), 355–385. DOI:
[54]
Namho Chung, Heejeong Han, and Youhee Joun. 2015. Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site. Computers in Human Behavior 50, 9 (2015), 588–599. DOI:
[55]
Chris D. Kounavis, Anna E. Kasimati, and Efpraxia D. Zamani. 2012. Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management 4, 1 (2012), 10. DOI:
[56]
Iis P. Tussyadiah, Timothy Hyungsoo Jung, and M. Claudia tom Dieck. 2018. Embodiment of wearable augmented reality technology in tourism experiences. Journal of Travel Research 57, 5 (2018), 597–611. DOI:
[57]
Martin Yongho Hyun and Robert Martin O'Keefe. 2012. Virtual destination image: Testing a telepresence model. Journal of Business Research 65, 1 (2012), 29–35. DOI:
[58]
Nathalie Spielmann and Antonia Mantonakis. 2018. In virtuo: How user-driven interactivity in virtual tours leads to attitude change. Journal of Business Research 88, 7 (2018), 255–264. DOI:
[59]
Alessandra Marasco, Piera Buonincontri, Mathilda van Niekerk, Marissa Orlowski, and Fevzi Okumus. 2018. Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management 9, 9 (2018), 138–148. DOI:
[60]
Carlos Flavián, Sergio Ibáñez-Sánchez, and Carlos Orús. 2019. The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research 100, 7 (2019), 547—560. DOI:
[61]
Marc Hassenzahl and Noam Tractinsky. 2006. User experience - a research agenda. Behaviour & Information Technology 25, 2 (2006), 91–97. DOI:
[62]
Jonathan Steuer. 1995. Defining virtual reality: dimensions determining telepresence. In Proceedings of the Communication in the Age of Virtual Reality. L. Erlbaum Associates Inc., USA, 33–56.
[63]
Seonjeong Ally Lee, Minwoo Lee, and Miyoung Jeong. 2021. The role of virtual reality on information sharing and seeking behaviors. Journal of Hospitality and Tourism Management 46, 3 (2021), 215–223. DOI:
[64]
Mel Slater and Sylvia Wilbur. 1997. A framework for immersive virtual environments (FIVE): Speculations on the role of presence in virtual environments. Presence: Teleoperators & Virtual Environments 6, 6 (1997), 603–616. DOI:.
[65]
Jesse Fox, Jeremy Bailenson, and Joseph Binney. 2009. Virtual experiences, physical behaviors: The effect of presence on imitation of an eating avatar. Presence 18, 8 (2009), 294–303. DOI:
[66]
Animesh Animesh, Alain Pinsonneault, Sung-Byung Yang, and Wonseok Oh. 2011. An odyssey into virtual worlds: Exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly 35, 3 (2011), 789—810. DOI:
[67]
Anthony Faiola, Christine Newlon, Mark Pfaff, and Olga Smyslova. 2013. Correlating the effects of flow and telepresence in virtual worlds: Enhancing our understanding of user behavior in game-based learning. Computers in Human Behavior 29, 3 (2013), 1113–1121. DOI:
[68]
Ryan Yung, Catheryn Khoo-Lattimore, and Leigh Ellen Potter. 2021. Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention. Current Issues in Tourism 24, 11 (2021), 1505–1525. DOI:
[69]
Bob G. Witmer and Michael J. Singer. 1998. Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments 7, 3 (1998), 225–240. DOI:
[70]
James R. Coyle and Esther Thorson. 2001. The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising 30, 3 (2001), 65–77. DOI:
[71]
James H. Gilmore, B. Joseph Pine, and B. Joseph Pine. 2007. Authenticity: What Consumers Really Want. Harvard Business School Press, Boston, Mass.
[72]
Daniel J. Boorstin. 1992. The Image: A Guide to Pseudo-Events in America. Knopf Doubleday Publishing Group.
[73]
Jillian M. Rickly. 2022. A review of authenticity research in tourism: Launching the annals of tourism research curated collection on authenticity. Annals of Tourism Research 92, 1 (2022), 103349. DOI:
[74]
Ning Wang. 1999. Rethinking authenticity in tourism experience. Annals of Tourism Research 26, 2 (1999), 349–370. DOI:
[75]
Isabelle Szmigin, Andrew Bengry-Howell, Yvette Morey, Christine Griffin, and Sarah Riley. 2017. Socio-spatial authenticity at co-created music festivals. Annals of Tourism Research 63, 3 (2017), 1–11. DOI:
[76]
Konstantinos Andriotis. 2009. Sacred site experience: A phenomenological study. Annals of Tourism Research 36, 1 (2009), 64–84. DOI:
[77]
Elizabeth S. Vidon. 2019. Why wilderness? Alienation, authenticity, and nature. Tourist Studies 19, 1 (2019), 3–22. DOI:
[78]
Liuhe Jin, Honggen Xiao, and Haili Shen. 2020. Experiential authenticity in heritage museums. Journal of Destination Marketing & Management 18, 12 (2020), 100493. DOI:
[79]
Lionel Trilling. 2009. SINCERITY AND AUTHENTICITY. Harvard University Press.
[80]
Johanne Dueholm and Karina M. Smed. 2014. Heritage authenticities – a case study of authenticity perceptions at a danish heritage site. Journal of Heritage Tourism 9, 4 (2014), 285–298. DOI:
[81]
Myung Ja Kim, Choong-Ki Lee, and Timothy Jung. 2020. Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research 59, 1 (2020), 69–89. DOI:
[82]
Qilou (Bill) Zhou, Jie Zhang, and Johan R. Edelheim. 2013. Rethinking traditional chinese culture: A consumer-based model regarding the authenticity of chinese calligraphic landscape. Tourism Management 36, 6 (2013), 99–112. DOI:
[83]
Herbert Castéran and Claire Roederer. 2013. Does authenticity really affect behavior? The case of the strasbourg christmas market. Tourism Management 36, 6 (2013), 153–163. DOI:
[84]
Elizabeth S. Vidon, Jillian M. Rickly, and Daniel C. Knudsen. 2018. Wilderness state of mind: Expanding authenticity. Annals of Tourism Research 73, 11 (2018), 62–70. DOI:
[85]
Robert J. Shepherd. 2015. Why heidegger did not travel: Existential angst, authenticity, and tourist experiences. Annals of Tourism Research 52, 5 (2015), 60–71. DOI:
[86]
Michael B. Beverland and Francis J. Farrelly. 2010. The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research 36, 5 (2010), 838–856. DOI:
[87]
Hyounggon Kim and Tazim Jamal. 2007. Touristic quest for existential authenticity. Annals of Tourism Research 34, 1 (2007), 181–201. DOI:
[88]
Richard L. Oliver. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17, 4 (1980), 460–469. DOI:
[89]
J. Enrique Bigné, M. Isabel Sánchez, and Javier Sánchez. 2001. Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management 22, 6 (2001), 607–616. DOI:
[90]
Ching-Fu Chen and Fu-Shian Chen. 2010. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management 31, 1 (2010), 29–35. DOI:
[91]
Binta Abubakar and Felix Mavondo. 2014. Tourism destinations: Antecedents to customer satisfaction and positive word-of-mouth. Journal of Hospitality Marketing & Management 23, 8 (2014), 833–864. DOI:
[92]
Carmen de Rojas and Carmen Camarero. 2008. Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management 29, 3 (2008), 525–537. DOI:
[93]
Maria Helena Pestana, Artur Parreira, and Luiz Moutinho. 2020. Motivations, emotions and satisfaction: The keys to a tourism destination choice. Journal of Destination Marketing & Management 16, 6 (2020), 100332. DOI:
[94]
Julia Beck, Mattia Rainoldi, and Roman Egger. 2019. Virtual reality in tourism: A state-of-the-art review. Tourism Review 74, 3 (2019), 586–612. DOI:
[95]
Bo Meng and Heesup Han. 2019. Determinants of working holiday makers’ destination loyalty: Uncovering the role of perceived authenticity. Tourism Management Perspectives 32, 10 (2019), 100565. DOI:
[96]
Martin Fishbein and Icek Ajzen. 1977. Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric 10, 2 (1977), 130–132.
[97]
Jinwei Wang, Mengqian Chang, Xianrong Luo, Rui Qiu, and Tongqian Zou. 2023. How perceived authenticity affects tourist satisfaction and behavioral intention towards natural disaster memorials: A mediation analysis. Tourism Management Perspectives 46, 3 (2023), 101085. DOI:
[98]
Yu-Chih Huang, Sheila J. Backman, Kenneth F. Backman, and DeWayne Moore. 2013. Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management 36, 6 (2013), 490–501. DOI:
[99]
Ching-Fu Chen and DungChun Tsai. 2007. How destination image and evaluative factors affect behavioral intentions? Tourism Management 28, 4 (2007), 1115–1122. DOI:
[100]
J. Enrique Bigné, M. Isabel Sánchez, and Javier Sánchez. 2001. Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management 22, 6 (2001), 607–616. DOI:
[101]
Ling-Long Tsai. 2022. Factors that influence virtual tourism holistic image: The moderating role of sense of presence. Sustainability 14, 1 (2022), 467. DOI:
[102]
S. Mostafa Rasoolimanesh, Siamak Seyfi, C. Michael Hall, and Pezhman Hatamifar. 2021. Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management 21, 9 (2021), 100621. DOI:
[103]
Zhuowei (Joy) Huang, Liping A. Cai, Xiaojuan Yu, and Mimi Li. 2014. A further investigation of revisit intention: A multigroup analysis. Journal of Hospitality Marketing & Management 23, 8 (2014), 815–832. DOI:
[104]
Albert Mehrabian and James A. Russell. 1974. An Approach to Environmental Psychology. The MIT Press, Cambridge, MA, US.
[105]
Fu-Chieh Hsu, Elizabeth Agyeiwaah, and Lynn I-Ling Chen. 2021. Examining food festival attendees’ existential authenticity and experiential value on affective factors and loyalty: An application of stimulus-organism-response paradigm. Journal of Hospitality and Tourism Management 48, 9 (2021), 264—274. DOI:
[106]
Hai-Ninh Do, Wurong Shih, and Quang-An Ha. 2020. Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field. Heliyon 6, 8 (2020), e04667. DOI:
[107]
Myung Ja Kim, Choong-Ki Lee, and Timothy Jung. 2020. Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research 59, 1 (2020), 69–89. DOI:
[108]
Anna Watson, Bethan Alexander, and Leyla Salavati. 2018. The impact of experiential augmented reality applications on fashion purchase intention. International Journal of Retail & Distribution Management 48, 5 (2018), 433–451. DOI:
[109]
J. van Baren and W. IJsselsteijn. 2004. Measuring presence: A guide to current measurement approaches. Measurement (2004), 1--86.
[110]
Maximino Bessa, Miguel Melo, A. Augusto de Sousa, and José Vasconcelos-Raposo. 2018. The effects of body position on reflexive motor acts and the sense of presence in virtual environments. Computers & Graphics 71, 4 (2018), 35–41. DOI:
[111]
Vinicius Souza, Anderson Maciel, Luciana Nedel, and Regis Kopper. 2021. Measuring presence in virtual environments: A survey. ACM Computing Surveys 54, 8 (2021), 163:1–163:37. DOI:
[112]
Martijn J. Schuemie, Peter van der Straaten, Merel Krijn, and Charles A. P. G. van der Mast. 2001. Research on presence in virtual reality: A survey. CyberPsychology & Behavior 4, 2 (2001), 183–201. DOI:
[113]
Thomas B. Sheridan. 1992. Musings on telepresence and virtual presence. Presence: Teleoper. Virtual Environ. 1, 1 (1992), 120–126.
[114]
Anne Parent. 1998. A virtual environment task analysis workbook for the creation and evaluation of virtual art exhibits. Technical Report.
[115]
Jakki O. Bailey, Jeremy N. Bailenson, and Daniel Casasanto. 2016. When does virtual embodiment change our minds? Presence 25, 3 (2016), 222–233. DOI:
[116]
Wai Han Lo and Ka Lun Benjamin Cheng. 2020. Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising. Inf Technol Tourism 22, 4 (2020), 537–562. DOI:
[117]
Lorraine Brown. 2013. Tourism: A catalyst for existential authenticity. Annals of Tourism Research 40, 1 (2013), 176–190. DOI:
[118]
Yujie Zhu. 2012. Performing heritage: Rethinking authenticity in tourism. Annals of Tourism Research 39, 3 (2012), 1495–1513. DOI:
[119]
Sean Lee, Ian Phau, Michael Hughes, Yu Feng Li, and Vanessa Quintal. 2016. Heritage tourism in singapore chinatown: A perceived value approach to authenticity and satisfaction. Journal of Travel & Tourism Marketing 33, 7 (2016), 981–998. DOI:
[120]
Yu Chiang Lin and Yun Chiao Liu. 2018. Deconstructing the internal structure of perceived authenticity for heritage tourism. Journal of Sustainable Tourism 26, 12 (2018), 2134–2152. DOI:
[121]
Qilou (Bill) Zhou, Jie Zhang, Honglei Zhang, and Jinhai Ma. 2015. A structural model of host authenticity. Annals of Tourism Research 55, 11 (2015), 28–45. DOI:
[122]
Yu Chih Huang, Kenneth Frank Backman, Sheila J. Backman, and Lan Lan Chang. 2016. Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research 18, 2 (2016), 116–128. DOI:
[123]
Robert Vincent Hogg and Elliot A. Tanis. 2009. Probability and Statistical Inference. Pearson Educational International.
[124]
Shanshi Li, Gabby Walters, Jan Packer, and Noel Scott. 2018. Using skin conductance and facial electromyography to measure emotional responses to tourism advertising. Current Issues in Tourism 21, 15 (2018), 1761–1783. DOI:
[125]
Li-tze Hu and Peter M. Bentler. 1999. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal 6, 1 (1999), 1–55. DOI:
[126]
Anand Nayyar, Bandana Mahapatra, Dac Nhuong Le, and G. Suseendran. 2018. Virtual reality (VR) & augmented reality (AR) technologies for tourism and hospitality industry. IJET 7, 2.21 (2018), 156. DOI:
[127]
Eleonora Pantano, Alexandra Rese, and Daniel Baier. 2017. Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services 38, 9 (2017), 81–95. DOI:
[128]
Paolo Mura, Rokhshad Tavakoli, and Saeed Pahlevan Sharif. 2017. ‘Authentic but not too much’: Exploring perceptions of authenticity of virtual tourism. Inf Technol Tourism 17, 2 (2017), 145–159. DOI:

Cited By

View all
  • (2024)The Impact of Augmented Reality Tourism on Tourist Experience and Behavior —A Case Study of the Mogao Caves Cultural HeritageInternational Journal of Sociologies and Anthropologies Science Reviews10.60027/ijsasr.2024.46454:5(103-122)Online publication date: 1-Sep-2024
  • (2024)How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and ageInternational Journal of Contemporary Hospitality Management10.1108/IJCHM-09-2023-151136:11(3628-3650)Online publication date: 12-Aug-2024

Index Terms

  1. Differences in Heritage Tourism Experience between VR and AR: A Comparative Experimental Study Based on Presence and Authenticity

    Recommendations

    Comments

    Information & Contributors

    Information

    Published In

    cover image Journal on Computing and Cultural Heritage
    Journal on Computing and Cultural Heritage   Volume 17, Issue 2
    June 2024
    355 pages
    EISSN:1556-4711
    DOI:10.1145/3613557
    Issue’s Table of Contents

    Publisher

    Association for Computing Machinery

    New York, NY, United States

    Publication History

    Published: 17 April 2024
    Online AM: 15 February 2024
    Accepted: 15 January 2024
    Received: 08 August 2023
    Published in JOCCH Volume 17, Issue 2

    Check for updates

    Author Tags

    1. Virtual Reality (VR)
    2. Augmented Reality (AR)
    3. presence
    4. perceived authenticity
    5. behavioral intention

    Qualifiers

    • Research-article

    Funding Sources

    • National Social Science Fund of China

    Contributors

    Other Metrics

    Bibliometrics & Citations

    Bibliometrics

    Article Metrics

    • Downloads (Last 12 months)788
    • Downloads (Last 6 weeks)128
    Reflects downloads up to 20 Jan 2025

    Other Metrics

    Citations

    Cited By

    View all
    • (2024)The Impact of Augmented Reality Tourism on Tourist Experience and Behavior —A Case Study of the Mogao Caves Cultural HeritageInternational Journal of Sociologies and Anthropologies Science Reviews10.60027/ijsasr.2024.46454:5(103-122)Online publication date: 1-Sep-2024
    • (2024)How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and ageInternational Journal of Contemporary Hospitality Management10.1108/IJCHM-09-2023-151136:11(3628-3650)Online publication date: 12-Aug-2024

    View Options

    Login options

    Full Access

    View options

    PDF

    View or Download as a PDF file.

    PDF

    eReader

    View online with eReader.

    eReader

    Full Text

    View this article in Full Text.

    Full Text

    Media

    Figures

    Other

    Tables

    Share

    Share

    Share this Publication link

    Share on social media