Experience co-creation and AR: heritage producers perspective

Augmented Reality (AR) applications to enhance tourists' experiences are becoming increasingly common, with a specific rise in its use in heritage tourism. The concept of cocreation is known to play a role enhancing tourist experiences, and hence, this paper attempts to uncover the potential for AR to facilitate experience co-creation, by adopting a supply side perspective. Qualitative semi-structured interviews will be conducted with heritage producers, to uncover insights regarding if, and how, AR in heritage is designed with attributes to facilitate co-creation. It is expected the research will contribute to heritage tourism and service management literature and provide practical guidance for heritage institutions regarding developing interactive and informative AR based offerings.