Authenticity and pride drive loyalty?: Evidence from AR-powered heritage

Abstract

Disruptive technological innovations, such as immersive technologies, are important for hospitality and tourism, and heritage in particular. One of such technologies is Augmented Reality (AR), which is increasingly adopted by heritage sites. Yet, the exact role of AR for amplifying the behavioural outcomes of visitors requires further study. Informed by appraisal theory, this study aims to (i) investigate how cognitive and affective appraisals influence the loyalty toward heritage destination, and (ii) examine the interaction of AR with the behavioural outcomes of such appraisals.