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      Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism

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      Sustainability
      MDPI AG

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          Abstract

          The use of information boards tends to be regulated in many heritage sites to preserve these cultural heritage places. Although augmented reality (AR) has become a major approach for reducing negative experiences due to restrictions, limited studies have been conducted to understand the effect of AR experiential value on destination-related behavior. Accordingly, the current work aims to investigate how the multidimensional components of AR experiential value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive behavior through AR satisfaction and experiential authenticity. Partial least squares structural equation modeling is performed to test the relationships. Results show that visual appeal, entertainment, and enjoyment exert significant positive effects on destination authenticity and AR satisfaction, ultimately increasing the supportive behavior of an individual. By contrast, escapism does not exhibit a substantial influence on experiential authenticity and AR satisfaction. These findings help practitioners and researchers create competitive advantages for destinations and improve tourist–destination relationships.

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          PLS-SEM: Indeed a Silver Bullet

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            Partial least squares structural equation modeling (PLS-SEM)

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              The use of partial least squares path modeling in international marketing

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                Author and article information

                Contributors
                (View ORCID Profile)
                Journal
                SUSTDE
                Sustainability
                Sustainability
                MDPI AG
                2071-1050
                April 2021
                April 08 2021
                : 13
                : 8
                : 4147
                Article
                10.3390/su13084147
                baa188ba-001b-43dd-921b-d61e2a57a796
                © 2021

                https://creativecommons.org/licenses/by/4.0/

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