Moderating Role of Long-Term Orientation on Augmented Reality Adoption

ABSTRACT

Recently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviors. The aim of this paper is to examine how Long- and Short-term orientation moderates the relationship between experience economy provided by AR applications and users’ perceived value. Data were collected from 145 participants at Deoksugung Palace in Seoul, South Korea and 119 participants at An Post Museum, Dublin, Ireland. We found that South Korean tourists, who are representatives of long-term orientation culture in this study, put a high value on educational factors of AR applications, whereas Irish tourists, who are representative of short-term orientation culture, regard escapist experiences of AR applications highly.

Additional information

Notes on contributors

Timothy Jung

Timothy Jung is Director of Augmented and Virtual Reality Hub, Manchester Metropolitan University, UK. He is the Chair of the International Augmented and Virtual Reality Conference, and his research interests include augmented reality, virtual reality, and immersive technologies.

M. Claudia Tom Dieck

M. Claudia tom Dieck is a researcher at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University. Her research interests include immersive technologies in the hospitality and tourism context. She is the program chair of the annual International Augmented and Virtual Reality Conference.

Hyunae Lee

Hyunae Lee is a student majoring in tourism at Kyung Hee University, Seoul. She received her bachelor degree in tourism management at Gachon (Kyungwon) University. Her research interests include the role of information systems in pre-decision, decision and post-purchase evaluation of tourists.

Namho Chung

Namho Chung is a professor at the College of Hotel & Tourism Management and the director of Smart Tourism Research Center (STRC) at Kyung Hee University in Seoul. His research interests include travel behavior, information search and decision-making, and the development of information systems for Destination Management Organizations.