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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.
|Number of pages||4|
|Publication status||Published - 1 Dec 2021|
|Event||The Australian and New Zealand Marketing Academy Annual Conference 2021 - University of Melbourne, Parkville, Melbourne, Australia|
Duration: 29 Nov 2021 → 1 Dec 2021
|Conference||The Australian and New Zealand Marketing Academy Annual Conference 2021|
|Abbreviated title||ANZMAC 2021|
|Period||29/11/21 → 1/12/21|
- experience co-creation
- heritage producers
- augmented reality
- heritage tourism
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Augmented Reality in Heritage
Panhale, T., Bryce, D. & Tsougkou, E.
1/10/18 → …
Project: Research - no external funding