Applying augmented reality (AR) technologies in theatrical performances in theme parks: A transcendent experience perspective. (October 2021)

• Record Type: Journal Article
• Authors: Hu, Runhong; Wang, Chaohui; Zhang, Tingting; Nguyen, Thixuan; Shapoval, Valeriya; Zhai, Lingchen
• Is Part Of: Tourism management perspectives. Volume 40(2021)
• Publication Date: 2021-10
• Subjects: Augmented reality (AR) -- Theatrical performance -- Theme park -- Transcendent experience -- Nostalgia -- Emotional arousal -- Feeling of belonging; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tmp.2021.100889
• Languages: English
• ISSNs: 2211-9736

Abstract

Abstract: This study aims to investigate the attributes of AR theatrical performance in theme parks that impact a visitor's emotional experience and how it would do so. Data were obtained from tourists who had experienced AR theatrical performances at the Fantawild theme park in China. Drawing on a transcendent experience perspective, this study proposed and tested a theoretical model depicting the relationship between the perceived experiential quality of AR theatrical performance with five major dimensions—visual appeal, heightened enjoyment, education and curiosity, escapism, and focused immersion—as well as visitors' emotional responses (i.e., nostalgia, and emotional arousal) and feelings of belonging to the theme park, which were statistically analyzed via partial least squares structural equation modeling. The results showed that AR experiential quality exerted positive effects on visitors' nostalgia and emotional arousal, all of which triggered a feeling of belonging to the theme park. Highlights: Extended AR research in a theme park context. Examined the experiential qualities of AR theatrical performance. AR experiential qualities have positive impacts on visitors' nostalgia and emotional arousal. AR experiential qualities ultimately lead to visitors' feeling of belonging to the theme park community.