An Analytical and Comparative Approach to Cultural Heritage Experiences Enhanced With Augmented Reality

Laurent Maubisson, Arnaud Rivière, Patricia Coutelle

Laurent Maubisson is an Assistant Professor in marketing at the University of Tours (France) and is a member of VALLOREM lab (Loire Valley Centre for Research in Management).
Arnaud Rivière is an Associate Professor in marketing at the University of Tours (France). He’s the dean of IAE Loire Valley - School of Management and is a member of VALLOREM lab (Loire Valley Centre for Research in Management).
Patricia Coutelle is an Associate Professor in marketing at the University of Tours (France). She’s the director of VALLOREM lab (Loire Valley Centre for Research in Management).

ABSTRACT
Many cultural heritage sites are enriching their visitors’ experience by providing them with digital technologies such as augmented reality (AR) devices. The tourism literature has focused on the effects of using such devices in monadic studies with restrictive analytical frameworks, and mostly highlights their positive effects. This study, however, adopts an analytical approach by applying the notion of perceived value to the visitor’s experience and comparing AR device usage to other non-technological visit alternatives. Based on a mixed-methods approach carried out at the Château de Chambord in France, a quantitative study first underlines that there is no improvement in the overall perceived value at the end of the visit with the use of an AR device compared to other non-technological alternatives. Then, a complementary qualitative study shows an improvement in the perceived value at different stages of the visit, counterbalanced by devaluation at other stages. These results are explained by disruptions in the sensations of presence/telepresence within the physical environment during the visitor’s journey with the use of AR.
KEYWORDS
Augmented Reality, Digital Device, Cultural Heritage, Perceived Value, Tourism, Visit Experience