Augmented Reality, Virtual Reality and 3D Printing for the Co-Creation of Value for the Visitor Experience at Cultural Heritage Places

Jung, TH and tom Dieck, MC (2017) Augmented Reality, Virtual Reality and 3D Printing for the Co-Creation of Value for the Visitor Experience at Cultural Heritage Places. Journal of Place Management and Development, 10 (2). ISSN 1753-8335

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Abstract

Purpose This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing in to the visitor experience in the cultural heritage places. Design/methodology/approach This study proposes the conceptual model of value co-creation using a case study approach by presenting some cases of a cultural heritage place in UK. Findings Findings suggest that the effective use of multiple technologies in the context of cultural heritage places contributes to the co-creation of value for both cultural heritage organisations and also for visitors’ pre-visit, onsite and post-visit experience. Businesses can benefit from increased spending, intention to return and positive word-of-mouth while visitors receive a personalised, educational, memorable and interactive experience. Practical implications Cultural heritage places have to find new ways to in order to survive increasingly fierce competition. Using technology and the concept of value co-creation can prove to be a valuable concept in an attempt to attract new target markets, enhance visitors’ experience, create positive word-of-mouth and revisit intentions. Originality/value Recently, increased importance has been placed on the co-creation of value to account for consumers interest in playing part in the development of services and products recently. This research takes a holistic approach using augmented reality, virtual reality and 3D printing from value co-creation perspective.