Determining Visitor Engagement through Augmented Reality at Science Festivals: An Experience Economy Perspective

Abstract

Augmented reality (AR) has been increasingly implemented to enhance visitor experiences, and tourism research has long understood the importance of creating memorable experiences, leading to the research era of experience economy. Although technology-enhanced visitor engagement is crucial for science festivals, research focusing on visitor engagement through AR using the experience economy perspective is limited. Therefore, the aim of this study is to examine how the educational, esthetics, escapist and entertainment experience using AR affect visitor satisfaction and memorable experience, and eventually, lead to visitor engagement with science experiences in the context of science festivals. A total of 220 data inputs were collected as part of the European City of Science festivities and Manchester Science Festival 2016 and analyzed using structural equation modelling. Findings show that the four realms of experience economy influence satisfaction and memory and, ultimately, the intention for visitor engagement with science research at science festivals. Theoretical contributions and practical implications are presented and discussed.