As the pace of augmented reality (AR) adoption quickens, cultural heritage sites have begun
to focus on the opportunities provided by this new and innovative technology. However …

Augmented reality (AR) is increasingly used as a marketing, information and experience
channel within the tourism industry. However, little is known with regards to the actual value …

The benefits, value and potential of Augmented Reality (AR) are widely researched.
However, the value of AR is most commonly discussed in relation to enhancing the tourist …

In places of tourist interest and attractions, such as museums, Augmented Reality (AR) is an
emerging technology that enhances (through additional digital contents) and leverages …

Augmented reality (AR) has revolutionized the tourist experience, presenting an opportunity
to generate meaningful engagement with unique culture and heritage. Despite the potential …

Issues of sustainability have gained interest and priority, examining ways organisations can
protect environmental and cultural heritage, whilst addressing stakeholders' needs …

The heritage industry often seeks new ways to attract and engage new visitors. However,
managers of Cultural Heritage sites face a lack in marketing and competiveness. One of the …

The current study proposes and empirically verifies a conceptual framework, explicating why
and how the LBAR (location-based augmented reality) application may enhance place …

Purpose Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the
enhancement of the tourist experience. However, behavioral intention to adopt AR is …

As augmented reality (AR) has been increasingly adopted by various industries as a
marketing tool, tourism practitioners have come to recognize its promising potential in …