Title: Cultural visitors' engagement and augmented reality: an empirical investigation

Authors: Laura Di Pietro; Roberta Guglielmetti Mugion; Gabriella Arcese; Giovanni Mattia

Addresses: Department of Business Studies, University of Roma Tre, Via Silvio D'Amico, 77, 00145, Rome, Italy ' Department of Business Studies, University of Roma Tre, Via Silvio D'Amico, 77, 00145, Rome, Italy ' Ionian Department of Law, Economics and Environment, University of Bari Aldo Moro, Via Duomo, 259, 74123 Taranto, Italy ' Department of Business Studies, University of Roma Tre, Via Silvio D'Amico, 77, 00145, Rome, Italy

Abstract: This paper aims to investigate how the adoption of new technologies offers innovative and dynamic perspectives for cultural heritage management. Specifically, we study the impact of augmented reality (AR) technology, applied in the cultural heritage sector, on consumers' behaviour and satisfaction. The implementation of AR technology allows the overlapping of images and digital labels onto perceived reality to amplify and enrich users' perceptions. The aim of the present study is to investigate the relationship between AR applications and consumer attitudes with respect to cultural heritage. Following a preliminary analysis of the current state of AR technology, an empirical investigation was conducted through the use of an experimental video illustrating two applications of AR technology during a cultural visit and the administration of an online survey. From a managerial perspective, the use of AR technology may represent a key factor in successful strategies for achieving the sustainable management of cultural heritage sites and in increasing their attractiveness and consumers' awareness.

Keywords: new technologies; augmented reality; audience engagement; cultural heritage; cultural heritage management; consumer behaviour.

DOI: 10.1504/IJEPDM.2017.083920

International Journal of Environmental Policy and Decision Making, 2017 Vol.2 No.2, pp.125 - 142

Received: 16 Feb 2016
Accepted: 07 Oct 2016
Published online: 26 Apr 2017 *

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