Naslov
The Impact of Augmented Reality Experiential Marketing on Tourist Experience Satisfaction

Autori
Kos Kavran, Andrijana ; Trstenjak, Bruno

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Handbook of Research on Applied AI for International Business and Marketing Applications

Urednik/ci
Christiansen, Bryan ; Škrinjarić, Tihana

Izdavač
IGI Global

Godina
2020

Raspon stranica
432-454

ISBN
9781799850779

Ključne riječi
Experience ; Machine Learning ; Marketing ; Tourist ; Andrijana Kos Kavran ; Bruno Trstenjak ; Polytechnics of Medjimurje in Cakovec

Sažetak
The purpose of this paper is to investigate the impact of Augmented Reality Experiential Marketing (AREM) on tourist experience satisfaction. The paper adds to the existing body of literature in the area of tourist experience satisfaction and its attributes and the use of augmented reality in the scope of experiential marketing. An experiment using an augmented reality system was conducted, which included a sample of 432 tourists who visited a tourist destination in Croatia. The data were tested using Machine Learning methods, namely Information Gain (IG) technique, K-means method, Weighted K Nearest Neighbor (WKNN) method, and Linear Regression (LR) method. Findings indicate that augmented reality experiential marketing has a positive impact on tourist experience satisfaction.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA