Augmented Reality impact on cultural consumer behaviour: an empirical study

"The adoption of new technologies offers innovative and dynamic perspectives for cultural consumers. Augmented reality (AR) technology, which is rapidly spreading in the marketplace, overlaps images and digital labels onto perceived reality to amplify and enrich users’ perceptions. AR influences consumer behaviours, intentions, expectations and satisfaction levels. This paper presents the results of a survey that was conducted to investigate the relationship between AR applications and consumer attitudes with respect to cultural heritage. Following a preliminary analysis of the current state of AR technology, an empirical investigation was conducted that used an experimental video illustrating two applications of AR technology during a cultural visit. From a managerial perspective, the use of AR technology may represent a key factor in successful strategies for the management of decisions that relate to cultural heritage."