Augmented reality in cultural
heritage eTourism – A value
creation framework for an
AR application
This study investigates how augmented reality (AR) can add value and enhance the
memorable tourism experience (MTE) in cultural heritage eTourism in the Convent of St.
John in Müstair for technology-affine heritage visitors. Technology-driven tourist
experiences have transformed the way tourists plan, experience and share their trips. AR
enhances visitor experiences at cultural heritage sites by providing additional layers of
interpretation. AR's ability to overlay content without disrupting the real world is
appealing to the travel and tourism sector as it mitigates negative effects on urban cultural
sites while providing tourists with valuable information. It preserves the environment's
original state and raises awareness of historical events and architectural features. MTE is
built from tourism experiences and aims to understand the aspects that profoundly
influence people and contribute to memorability. Emotions play a crucial role in the trip
experience and memories serve as filters that connect experiences to emotional and
perceptual effects. MTE serves as a unified measurement to examine the impact of AR
interventions.The thesis followed a survey research methodology, collecting data from
five experts in the field of heritage tourism. Utilizing thematic analysis, a research model
resulting in a theoretical input for a framework for an AR application has been derived
from the primary data and the underlying secondary data from the literature review. The
experts believe that augmented reality can have a significant impact on short-term
knowledge, especially in settings like museums, by providing interactive and engaging
learning experiences. AR has the potential to increase awareness of historical and
architectural details and it is accessible and understandable for non-expert tourists. It can
enhance the connection to local culture when there are no guides available and can
increase the overall involvement and excitement of visitors, contributing to their MTE.
The AR framework provides a basis for studying the effects of an AR application on
enhancing the MTE at different points in time, allowing for quantitative analysis and
further development.
Hufschmid, Marco, 2023
Art der Arbeit Master Thesis
Auftraggebende
Betreuende Dozierende Korkut, Safak, Inglese, Terry
Keywords
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Studiengang: Business Information Systems (Master)
Vertraulichkeit: öffentlich