2019, Armingeon, Moritz, Komani, Pleurat, Zanwar, Trupti, Korkut, Safak, Dornberger, Rolf, tom Dieck, M. Claudia, Jung, Timothy

This paper aims to study and compare the augmented reality experience of two user groups at Augusta Raurica, a Roman archaeological site and an open-air museum in Switzerland. The user groups differentiated within the scope of this study digital natives and digital immigrants. The paper applies the experience economy framework for assessing the differences between the user groups. The data gathered from the surveys and analysis of selected interviews reveal that digital immigrants have better engagement with the augmented reality application of Augusta Raurica than digital natives do. The findings are supporting the debate on assisting tourism destinations to develop more engaging augmented reality content targeting both user groups.