Designing enhanced augmented reality tourism experiences: a multi-stakeholder approach. (20th January 2020)

• Record Type: Journal Article
• Authors: Cranmer, Eleanor E.
• Is Part Of: International journal of technology marketing. Volume 13:Number 3/4(2019)
• Page Start: 307
• Page End: 324
• Publication Date: 2020-01-20
• Subjects: augmented reality -- experience design -- value creation -- value enhancement -- application design -- tourism -- cultural heritage -- museums -- user-centred design; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

Abstract

Augmented reality (AR) has gained increased popularity in the tourism sector, for its ability to create enhanced tourist experiences. This, coupled with the proliferation of mobile technologies has increased pressure for tourism organisations to design enhanced tourist experiences. Whilst much research attention has focused on the potential of AR, exploring areas such as adoption, acceptance and usability, there is a lack in research identifying constructs to inform the design of valuable AR application experiences. Whilst research identifies the need for AR design to adopt a user-centred, rather than technology-driven approach, past studies have failed to address the needs of both internal and external stakeholder groups. To provide a holistic understanding, recognising differences in perception between stakeholder groups, a multi-stakeholder approach was adopted. A small museum in the UK is used to identify key constructs to inform the effective design of enhanced AR tourism experiences. Fifty interviews were held with five stakeholder groups, revealing four AR design constructs; visitor, organisational, stakeholder and economic value, in addition to a number of design themes. Findings reinforce the importance of stakeholder involvement, and outline constructs to inform the design of AR experiences, extending the existing pool of knowledge and bridging a gap in current research.