The Impact of Augmented Reality (AR) Technology on Tourist Satisfaction

Augmented Reality (AR) is currently one of the most popular technologies among global technological applications. Aside from completely immersing the user in a synthetic environment in which the user cannot experience the real world around herself, as Virtual Reality (VR) technology does, AR superimposes the computer-generated data while allowing the user to enhance her perception of reality and of the surrounding. Furthermore, AR has many application areas, varied from medical treatment to educational purposes. Particularly, AR technology is employed in tourism sector, increasing the involvement of touristic activity while diversifying the bundle of tourism experiences. The literature, however, is insufficient, in terms of capturing the main impact of AR technology on the satisfaction levels of tourists. This paper aims to fill the gap by investigating the past literature on AR technology and then presenting a naive model where the significant effect of AR technology can be seen on the basis of tourist satisfaction.