Antecedents of augmented reality experiences: potential tourists to Shangri-La Potatso National Park, China

Abstract

Smartphone technology has the potential to change the nature of a tourists’ experience in a protected area. A smartphone running an augmented reality (AR) app may contribute to the protection of national parks while enhancing a visitor’s experience. This paper examined potential visitors’ to Potatso National Park, Shangri- La, China, their preferences for seven such AR experiences and the effect of visitors’ acceptance of technology on the perceived value of visiting the park. An online questionnaire (n = 323) identified results and provided insights for enhancement of national park experiences using AR.