User experience of an augmented reality heritage app: an experience economy model

Abstract

ABSTRACT Technological advancements and evolving traveller expectations have transformed the landscape of tourism experiences. Augmented reality (AR) has emerged as a cutting-edge technology widely employed in various domains to enhance user experiences. However, despite its popularity, limited research has been conducted on the user experience of AR heritage apps within the context of the experience economy framework. Therefore, employing a qualitative research approach, this study examined the user experience of an AR heritage app named ‘City in Time’ in Hong Kong, utilising the experience economy framework encompassing education, esthetics, entertainment, and escapism. Furthermore, user satisfaction and behavioural intentions were assessed. The findings underscore the educational value of AR heritage apps and offer a novel interpretation of the value of esthetics, entertainment, and escapism. They suggest the need for refining AR heritage apps to deliver an enhanced destination experience for users. Additionally, the study highlights the potential of AR apps to enrich user experiences and underscores the necessity for future advancements in this field. Finally, this study encourages future exploration of the user experience in AR apps within the tourism industry.