Abstract
This case study analyzed mobile augmented reality technology at a tourist spot and the subsequent positive recall of historical culture sites. It particularly tested the mediating effects of experiential value on the relationships between mobile augmented reality technology at a tourist spot and subsequent positive recall. By doing so, this study provides implications that suggest the need to examine the mobile augmented reality technology’ presence and to find out its effects on tourism experience throughout the tourism industry. The results can be summarized as follows: First of all, mobile augmented reality technology in a tourist spot caused a positive influence on the experiential value. Second, mobile augmented reality technology in a tourist spot led to a positive influence on positive recall. Third, experiential value had a positive influence on positive recall. Furthermore, experiential value played a mediating role in the relationship between mobile augmented reality technology and positive recall. This study presents theoretical and practical implications to facilitate the development of the tourism industry.
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