KOREASCHOLAR

THE INFLUENCE OF AWE AND AUGMENTED REALITY (AR) FOR DRIVING TOURISTS' LOYALTY TOWARDS RELIGIOUS DESTINATIONS

Jorge Nascimento, Maria Rita Nogueira da Silva Afonso, Sandra Maria Correia Loureiro
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422688
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.640-645
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Religious tourism is one of the most important touristic segments globally. Yet, the cognitive and emotional processes shaping destination loyalty in this context, and the impacts of Augmented Reality (AR) technology were not fully investigated. This study takes a unique approach to examine how awe influences recommendation and revisiting intentions through the mediation of rational (e.g., authenticity) and affective (e.g., emotional) mechanisms. Furthermore, our research unveils the role of AR for reinforcing the future intentions of tourists towards a religious site.

Keyword
Religious tourismCultural tourismHeritage tourismAugmented realityAweAuthenticity
Author
  • Jorge Nascimento(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
  • Maria Rita Nogueira da Silva Afonso(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
  • Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)