Abstract
Purpose - This study aims to measure the net economic value of smart tourism AR service, which has been widely applied recently. This study suggested the smartphone app service using Augmented Reality (Changdeok ARirang) as an example service. Design, data, and methodology - Dichotomous CVM(Contingent Valuation Method) was used to evaluate. Willingness-to-pay(WTP) data were collected by the online survey. The survey was designed as a two-stage survey to prevent hypothetical bias and overestimation. 178 valid samples out of 183 samples were used for the analysis. Result - The results showed that WTP collected within the hypothetical situation (stage 1) was more expensive and overestimated than WTP collected within the actual situation (stage 2). WTP for the use of smart tourism AR service was estimated as 3,802 KRW. Regarding the yearly visitors of Changdeokgung(1.8 million), the overall economic value for the service is estimated as 6,843.6 million KRW. Conclusions - Through the findings, a theoretical implication for future studies and practical implications for effective marketing and developing smart tourism applications and suggestio ns for future study were discussed.
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