Autor según el artículo: Huertas A; Gonzalo J

Departamento: Estudis de Comunicació

Autor/es de la URV: Gonzalo Iglesia, Juan Luís / Huertas Roig, Maria Asuncion

Palabras clave: Presence Experience Destination image Brand communication Augmented reality

Resumen: © 2020 University of Rijeka. All rights reserved. Purpose - The goals of this study are to find out which factors contribute to AR applications generating satisfactory tourism experiences; analyze the impact of AR on destination brand communication; and examine whether the act of communicating the destination brand also increases satisfactory tourist experiences. Design - The research is based on a case study of an AR application that belongs to the city of Tarragona (Spain) that reproduces its main monuments dating from the Roman era. Methodology - The study includes one survey conducted on 150 participants (75 tourists, 75 residents) and 15 in-depth interviews with respondents who used the Imageen application. Approach - The analysis provides detailed information on the users' experiences and opinions, highlighting the different variables that provide the most satisfactory tourist experiences. Findings - The study shows that the AR application creates highly satisfactory tourism experiences, although not extraordinary. The main contribution of this study has been to demonstrate that the AR application has the potential to communicate the destination brand. Originality of the research - This study provides knowledge on the AR role in constructing a destination brand and its relationship with the tourism experience. Particularly, the findings of this paper have significant implications for DMOs and their marketing and communication strategies.

Áreas temáticas: Tourism, leisure and hospitality management Hospitality, leisure, sport & tourism Geography, planning and development Ciencias sociales Business and management

Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/

Direcció de correo del autor: sunsi.huertas@urv.cat juanluis.gonzalo@urv.cat

Identificador del autor: 0000-0001-6684-4220 0000-0002-5682-1102

Fecha de alta del registro: 2023-08-05

Versión del articulo depositado: info:eu-repo/semantics/publishedVersion

Enlace a la fuente original: https://hrcak.srce.hr/247681

URL Documento de licencia: http://repositori.urv.cat/ca/proteccio-de-dades/

Referencia al articulo segun fuente origial: Tourism And Hospitality Management. 26 (2): 419-436

Referencia de l'ítem segons les normes APA: Huertas A; Gonzalo J (2020). The role of augmented reality in destination branding. Tourism And Hospitality Management, 26(2), 419-436. DOI: 10.20867/THM.26.2.8

DOI del artículo: https://doi.org/10.20867/thm.26.2.8

Entidad: Universitat Rovira i Virgili

Año de publicación de la revista: 2020

Tipo de publicación: Journal Publications