Experience co-creation and AR: heritage producers perspective

Research output: Contribution to conferenceAbstractpeer-review


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.
Original languageEnglish
Number of pages4
Publication statusPublished - 1 Dec 2021
EventThe Australian and New Zealand Marketing Academy Annual Conference 2021 - University of Melbourne, Parkville, Melbourne, Australia
Duration: 29 Nov 20211 Dec 2021


ConferenceThe Australian and New Zealand Marketing Academy Annual Conference 2021
Abbreviated titleANZMAC 2021
Internet address


  • experience
  • experience co-creation
  • AR
  • heritage producers
  • augmented reality
  • heritage tourism


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