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Exploring the influence of augmented reality on tourist word-of-mouth through the lens of museum tourism

Zhu, Chris ; Io, Man U. ; Hall, C. Michael LU ; Ngan, Henrique Fátima Boyol and Peralta, Rachel Luna (2025) In Journal of Heritage Tourism 20(1). p.78-91
Abstract

This study investigates how tourist presence influences word-of-mouth (WOM) and measures whether authenticity significantly mediates presence and WOM in the Augmented Reality (AR) museum tourism experience. The survey data was collected from the AR-presented Palace Museum in China. The study found that presence positively influences tourists’ WOM, and authenticity positively mediated tourist presence and WOM. The research tested authenticity as a mediator between presence and WOM, expanding the theoretical development of presence theory and authenticity research. Furthermore, the study expands knowledge of AR in museum destination marketing and management.

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author
; ; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
augmented reality, authentic experience, China, Presence theory, The Palace Museum, word-of-mouth
in
Journal of Heritage Tourism
volume
20
issue
1
pages
78 - 91
publisher
Taylor & Francis
external identifiers
  • scopus:85203700296
ISSN
1743-873X
DOI
10.1080/1743873X.2024.2393102
language
English
LU publication?
yes
id
98c4753a-cfb1-4adf-ba46-1b35a09de04a
date added to LUP
2024-12-13 10:27:24
date last changed
2025-04-04 15:17:43
@article{98c4753a-cfb1-4adf-ba46-1b35a09de04a,
  abstract     = {{<p>This study investigates how tourist presence influences word-of-mouth (WOM) and measures whether authenticity significantly mediates presence and WOM in the Augmented Reality (AR) museum tourism experience. The survey data was collected from the AR-presented Palace Museum in China. The study found that presence positively influences tourists’ WOM, and authenticity positively mediated tourist presence and WOM. The research tested authenticity as a mediator between presence and WOM, expanding the theoretical development of presence theory and authenticity research. Furthermore, the study expands knowledge of AR in museum destination marketing and management.</p>}},
  author       = {{Zhu, Chris and Io, Man U. and Hall, C. Michael and Ngan, Henrique Fátima Boyol and Peralta, Rachel Luna}},
  issn         = {{1743-873X}},
  keywords     = {{augmented reality; authentic experience; China; Presence theory; The Palace Museum; word-of-mouth}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{78--91}},
  publisher    = {{Taylor & Francis}},
  series       = {{Journal of Heritage Tourism}},
  title        = {{Exploring the influence of augmented reality on tourist word-of-mouth through the lens of museum tourism}},
  url          = {{http://dx.doi.org/10.1080/1743873X.2024.2393102}},
  doi          = {{10.1080/1743873X.2024.2393102}},
  volume       = {{20}},
  year         = {{2025}},
}