e-space
Manchester Metropolitan University's Research Repository

    The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

    Bae, Sujin, Jung, Timothy ORCID logoORCID: https://orcid.org/0000-0002-8594-6641, Moorhouse, Natasha, Suh, Minjeong and Kwon, Ohbyung (2020) The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability, 12 (7). pp. 1-30. ISSN 2071-1050

    [img]
    Preview
    Published Version
    Available under License Creative Commons Attribution.

    Download (1MB) | Preview

    Abstract

    Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    481Downloads
    6 month trend
    263Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record