The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Sujin Bae,Minjeong Suh,Natasha Moorhouse,Timothy Hyungsoo Jung,Ohbyung Kwon

doi:10.3390/su12072956

Abstract

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

Highlights

As 5G provides very high data rates, extremely low latency, and significant improvement in users’ perceived quality of service (QoS), it is expected to become more widespread in the coming years in urban areas [1]; interest in developing mixed reality content with high user acceptance is increasing
Looking at characteristics of mixed reality, we suggested that interactivity and vividness affect perceived immersion and perceived enjoyment, and positively affect brand awareness, brand association, and brand loyalty
To the best of the authors’ knowledge, this is one of the first studies to employ brand equity theory to examine the effects of characteristics of mixed reality on these constructs in the context of cultural and artistic attractions

Summary

Introduction

As 5G provides very high data rates, extremely low latency, and significant improvement in users’ perceived quality of service (QoS), it is expected to become more widespread in the coming years in urban areas [1]; interest in developing mixed reality content with high user acceptance is increasing. Satisfaction with cultural and artistic exhibitions has been linked to the consumption of souvenirs and visitor attractions. Case studies focused on planning, composition, and exhibition content have demonstrated that visitor satisfaction with exhibition experiences can be increased by adding various information technologies, including augmented reality (AR), virtual reality (VR), and holograms. Integration of mixed reality technology into cultural and artistic attractions is expected to contribute to a richer visitor experience [8]

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