The effect of augmented reality marketing on the behavior and experiences of tourists during the Quaid 19 epidemic (case study of the virtual tour application of the National Museum of Iran)

Document Type : Research Paper

Authors

1 Yazdan Shirmohammadi Assistant Professor, Department of Business Management, Payame Noor University, PO Box 4639-19394, Tehran, Iran

2 Master of Tourism Management, Payame Noor University, Tehran, Iran

10.22080/jtpd.2022.22055.3610

Abstract

The present study investigates the effect of augmented reality marketing on the behavior and experiences of tourists. This research is in the category of descriptive survey research. The statistical population of the study was all people (domestic tourists) who have installed and used the virtual tour application of the National Museum of Iran, and 384 people were selected as a statistical sample using the available sampling method. Data collection tool in this research is a researcher-made questionnaire and statistical analysis of research data has been done using structural equation method and SPSS and Amos software. Cronbach's alpha coefficient, KMO and Bartlett tests were used to evaluate the validity and reliability of the structures, and the structural equation model was used to determine the appropriateness of the sample size and the accuracy of factor separation, and to determine the relationship between the variables. Findings Research shows that augmented reality marketing relationships affect augmented reality marketing costs. Augmented reality marketing costs also affect the embedded, visualized, shared, and adaptive augmented reality experience. The experience of embedded and visualized augmented reality marketing also influences the actual behavior of tourists. The augmented reality marketing experience also influences the behavior of tourists.

Keywords

References

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Journal of Tourism Planning and Development
Volume 11, Issue 41
May 2022
Pages 171-200

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