Abstract
ABSTRACT The emergence of immersive technology, such as Augmented Reality (AR), in tourism events has grown exponentially in recent years. Yet, its effectiveness remains largely unknown as limited research is available to reveal a comprehensive comparison between AR usage and non-usage. To that end, the present study aims to explore the effects of AR on tourism event experience and attendees’ revisit intention through a comparative analysis between users and non-users of AR. Data were collected from 204 participants who used AR at the Beijing Winter Olympics and 248 participants who attended the event but did not use AR. The results showed that all core dimensions of event experience significantly influenced revisit intention except novelty. Cognitive engagement was significantly higher in the AR group and exerted greater influence on revisit intention. These results add to the existing body of knowledge in AR and provide managerial insights to enhance the immersive and engaging aspects of the event.
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