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Publication Detailed Description
The influence of awe and augmented reality (AR) for driving tourists' loyalty towards religious destinations
2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment"
Year (definitive publication)
2023
Language
English
Country
Republic of Korea
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Abstract
Religious tourism is one of the most important touristic segments globally. Yet, thecognitive and emotional processes shaping destination loyalty in this context, and theimpacts of Augmented Reality (AR) technology were not fully investigated. This studytakes a unique approach to examine how awe influences recommendation and revisitingintentions through the mediation of rational (e.g., authenticity) and affective (e.g.,emotional) mechanisms. Furthermore, our research unveils the role of AR for reinforcing the future intentions of tourists towards a religious site.
Acknowledgements
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Keywords
Religious tourism,Cultural tourism,Heritage tourism,Augmented reality,Awe,Authenticity
