The Effect of Experience and Response to Hotel Art Tours Using Augmented Reality on Customer Engagement
Jinyoung Lee, Hyunji Kim, Jiyeon Lee, Namho Chung · The Journal of Internet Electronic Commerce Resarch · 2022
Among new technologies, Augmented Reality not only overcomes time and space constraints but also competes with comprehensive digital and physical information to induce new interactions and interest. For this reason, Augmented Reality has become one of the various viewing methods in many art galleries and museums today, and hotels are also making efforts to utilize this technology. Therefore, this study proposes an effective and continuous use of Augmented Reality leading to customer engagement. As one of the new media art that performs appreciation activities based on Augmented Reality, when the Augmented Reality Art Tour is applied to the hotel, the experience of Augmented Reality affects the reaction, and the effect of the reaction on customer engagement was analyzed. The study was conducted through the Stimulus-Organism-Response(SOR) Theory by selecting vivid and authentic experiences, cognitive and affective responses, and customer engagement as variables through the Augmented Reality Art Tour. As a result of the analysis, it was confirmed that the greater the degree of vivid and authentic experience provided through the Augmented Reality Art Tour, the better the hotel’s positive cognitive and affective response and the increase in customer engagement. In addition, the theoretical implications of this study can contribute to the expansion of literature research on the characteristics of the Augmented Reality Art Tour and the capabilities of hotels, and practical implications can help hotel companies discuss various operational measures.