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Research Article

The Impact of Augmented Reality on Experience and Perception in Cultural Heritage Tourism from the Perspective of Tourists

증강 현실이 문화유산 관광에서의 체험과 인식에 미치는 영향 : 관광객의 시각에서

Minghui Chen1 and Jiyoung Kang2

진명혜1, 강지영2

1Master's Candidate, Division of Communication & Media, Ewha Womans University
2Professor, Division of Communication & Media, Ewha Womans University
1이화여자대학교 커뮤니케이션·미디어학부 석사과정,
2이화여자대학교 커뮤니케이션·미디어학부 교수
31 December 2024. pp. 55-91
PDF Citation
Abstract
이 논문은 증강 현실(AR)이 문화유산 관광에서 관광객의 경험에 미치는 영향을 체험 경제, 기술 수용 모델(TAM), 자원 보존 이론(COR), 체험 디자인, 그리고 자극-유기체-반응(SOR) 모델이라는 다섯 가지 주요 이론적 틀을 바탕으로 종합적으로 분석한다. 연구 방법으로는 설문조사를 통해 데이터를 수집하고, 구조 방정식 모델을 적용하여 AR 체험의 교육적, 오락적, 미적, 탈출적 경험이 관광객의 인식과 사용 태도에 미치는 차별적 영향을 검토하였다. 분석 결과, AR이 관광객의 이해도, 만족도, 그리고 전반적인 경험의 질을 유의미하게 향상시킨다는 점이 입증되었다. 특히, AR은 관광의 교육적 및 오락적 측면을 강화하고, 미적 경험을 심화시키며, 관광객의 재방문 의도와 문화유산 보존 노력, 나아가 AR 기술 수용 의도에 긍정적인 영향을 미친다. 본 연구는 AR이 몰입적이고 개인화된 경험을 제공함으로써 관광객과 문화유산 간의 상호작용을 강화하고, 궁극적으로 문화유산 관광의 혁신적 발전을 촉진할 잠재력이 있음을 강조한다.
This paper rigorously examines the impact of Augmented Reality (AR) on tourist experiences in cultural heritage tourism, drawing on five major theoretical frameworks: the Experience Economy, Technology Acceptance Model (TAM), Conservation of Resources (COR) theory, Experience Design, and the Stimulus-Organism-Response (SOR) model. The research methodology involved data collection through surveys, followed by applying a structural equation model to examine the differential effects of educational, recreational, aesthetic, and escapist experiences in AR on tourists' perceptions and attitudes toward use. The analysis demonstrated that AR significantly enhances tourists' understanding, satisfaction, and overall quality of experience. Specifically, AR boosts the educational and entertainment value of tourism, deepens aesthetic appreciation, and positively influences revisit intentions, heritage preservation efforts, and AR adoption intentions. This study underscores the potential of AR to revolutionize cultural heritage tourism by offering immersive, personalized experiences that strengthen the interaction between tourists and heritage sites.
Keywords
Augmented Reality (AR)
Cultural heritage tourism
Tourist experience
Visitor engagement
Stimulus-Organism-Response (SOR) model
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  • Publisher :The Society of Convergence Knowledge
  • Publisher(Ko) :융복합지식학회
  • Journal Title :The Society of Convergence Knowledge Transactions
  • Journal Title(Ko) :융복합지식학회논문지
  • Volume : 12
  • No :4
  • Pages :55-91
  • DOI :https://doi.org/10.22716/sckt.2024.12.4.006
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