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Augmented reality experiences and sensation seeking
Affiliation:1. Department of Informatics, Ionian University, 7 Tsirigoti Square, Corfu, Greece;2. Faculty of Computer Science and Media Technology, Gjøvik University College, Gjøvik, Norway;3. SINTEF ICT, Networked Systems and Services, Forskningsveien 1, Oslo, Norway;1. Faculty of Business and Law, Manchester Metropolitan University, Righton Building, Cavendish Street, Manchester M15 6BG, UK;2. College of Business, Department of Management Studies, Fairlane Center South, 19000 Hubbard Drive, Dearborn, MI 48128-1491, USA;1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL, 32819, USA;2. The School of Hospitality Business, Michigan State University, Broad College of Business, 645 Shaw Lane, East Lansing, MI, 48824, USA;1. Institute of Human Factors and Ergonomics, College of Mechatronics and Control Engineering, Shenzhen University, Shenzhen, 518060, China;2. Key laboratory of Optoelectronic Devices and Systems of Ministry of Education and Guangdong Province, Shenzhen University, Shenzhen, 518060, China;3. School of Aeronautics, Northwestern Polytechnical University, Xi’an, 710072, China;1. USC Business, Faculty of Arts, Business and Law, University of the Sunshine Coast, Australia;2. Sustainability Research Centre, University of the Sunshine Coast, Australia;3. International Services Management Research Institute, Dongbei University of Finance and Economics, Dalian, China;4. Griffith School of Engineering, Griffith University, Australia
Abstract:Studies about augmented reality (AR) largely discuss the design of applications and adoption behaviours of the AR system. Attempts to understand user experiences with AR are scarce, especially in the field of tourism. This paper contributes to this gap by identifying travellers' experiences with AR applications when obtaining travel information. More specifically, this study applied the concept of sensation-seeking to segment travellers to better understand their AR experiences. An online questionnaire was designed and completed by a sample of 1042 study participants who all used an AR app in the course of this study. The results demonstrate the applicability of sensation-seeking to explain heterogeneous AR experiences. Of the four sensation-seeking elements, experience-seeking and boredom-susceptibility were identified as key elements to classify the travel groups in the context of AR applications. Managerial implications for tourism marketers are suggested.
Keywords:User experiences  Augmented reality  Sensation-seeking  Mobile services  Typology representing network analysis  Market segmentation
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