Augmented reality marketing to enhance museum visit intentions

Abstract

Purpose

This study aims to explore the augmented reality (AR) effectiveness of museum visiting.

Design/methodology/approach

Based on the AR marketing of the motivation model and the inspiration model, the critical mental process and AR were revealed that could increase museum visits. The mixed-methods approach was adopted to analyze the qualitative research and test the model hypotheses to understand the perceptions of the increasing AR marketing of museum visits.

Findings

The authors found that inspiration and perceived quality AR are critical to enhancing the attitudinal of museum visits. AR developers can thus focus on utilitarian and hedonic benefits in perceptual augmentation quality to inspire users’ willingness to visit museums.

Originality/value

This study extended the inspiration model through a mixed-methods approach to investigate how AR technologies encourage and leverage visitor experience to increase museum visit intention psychologically.

研究目的

本研究旨在探索增强现实（AR）对博物馆参观的影响。

设计/方法

基于AR营销的动机模型和启发模型, 本研究揭示了能够增加博物馆参观动机的关键心理过程和AR技术。本研究采用混合方法分析定性研究并测试模型假设, 以了解对增加AR营销的博物馆参观的感知。

研究结果

我们发现, 启发和感知质量的AR技术对提升参观博物馆的态度至关重要。因此, AR开发者可以将注意力集中在实用和享乐的益处上, 通过提升感知质量来激发用户参观博物馆的意愿。

创新性/价值

本研究通过混合方法扩展了启发模型, 研究了如何通过AR技术在心理上鼓励和利用游客体验来增加参观博物馆的意愿。

Citation

Wu, C.-H., Lin, Y.-F., Peng, K.-L. and Liu, C.-H. (2023), "Augmented reality marketing to enhance museum visit intentions", Journal of Hospitality and Tourism Technology, Vol. 14 No. 4, pp. 658-674. https://doi.org/10.1108/JHTT-05-2022-0129