Augmented reality and experience co-creation in heritage settings

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Augmented reality (AR) is being adopted at heritage settings as a means of creating and delivering experiences for heritage visitors. While several studies have examined AR applications and the antecedents and consequences of their employment from a consumer perspective, the heritage supplier’s view in relation to how AR applications are designed remains underexplored. We explore the way heritage suppliers utilise AR for heritage settings, and as an interpretive medium that induces experience co-creation among visitors. Drawing on insights gained from interviewing heritage experts, the findings shed light on the virtual and physical experience elements included when designing AR. Five techniques employed by heritage producers that facilitate experience co-creation through AR are revealed: social interaction, personalisation, storytelling, gamification, and participation. Opportunities and implications of AR for sectors beyond heritage are then discussed.

Original languageEnglish
Pages (from-to)470-497
Number of pages28
JournalJournal of Marketing Management
Issue number5-6
Early online date26 Sept 2022
Publication statusPublished - 24 Mar 2023


  • experience co-creation
  • heritage sector
  • augmented reality
  • producer perspective
  • service dominant logic


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