Augmented reality in cultural heritage eTourism – A value creation framework for an AR application

Abstract

This study investigates how augmented reality (AR) can add value and enhance the memorable tourism experience (MTE) in cultural heritage eTourism in the Convent of St. John in Müstair for technology-affine heritage visitors. Technology-driven tourist experiences have transformed the way tourists plan, experience and share their trips. AR enhances visitor experiences at cultural heritage sites by providing additional layers of interpretation. AR's ability to overlay content without disrupting the real world is appealing to the travel and tourism sector as it mitigates negative effects on urban cultural sites while providing tourists with valuable information. It preserves the environment's original state and raises awareness of historical events and architectural features. MTE is built from tourism experiences and aims to understand the aspects that profoundly influence people and contribute to memorability. Emotions play a crucial role in the trip experience and memories serve as filters that connect experiences to emotional and perceptual effects. MTE serves as a unified measurement to examine the impact of AR interventions.The thesis followed a survey research methodology, collecting data from five experts in the field of heritage tourism. Utilizing thematic analysis, a research model resulting in a theoretical input for a framework for an AR application has been derived from the primary data and the underlying secondary data from the literature review. The experts believe that augmented reality can have a significant impact on short-term knowledge, especially in settings like museums, by providing interactive and engaging learning experiences. AR has the potential to increase awareness of historical and architectural details and it is accessible and understandable for non-expert tourists. It can enhance the connection to local culture when there are no guides available and can increase the overall involvement and excitement of visitors, contributing to their MTE. The AR framework provides a basis for studying the effects of an AR application on enhancing the MTE at different points in time, allowing for quantitative analysis and further development.