The Effect of Aesthetics, Satisfaction from Augmented Reality Marketing on Travel Intention in Food Tourism Brand (Tehran City Case Study)
Subject Areas : Technology Transfer and Commercialization of Researches
Yazdan Shirmohammadi
1
,
Zahra Mehdipour
2
*
,
Sinaei Soolmaz
3
1 - Associate Professor, Payame Noor University, Department of Business Management, Tehran, Iran
2 - Master of Business Administration-Marketing, Payam Noor University, Tehran, Iran,
3 - Master, Department of Tourism Management, Payamnoor University, Tehran, Iran
Keywords: Tourism, Aesthetics, Food Tourism, The Intention of Travel, The Fact of Added Value, ,
Abstract :
One of the important aspects of tourism is paying attention to food, which restaurants should consider in various matters such as advertising. This research investigates the impact of experiential economics and satisfaction with augmented reality marketing on travel intention and shared social experiences in the food tourism industry in Tehran. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population comprises domestic tourists at tourist restaurants in Tehran, with a sample size of 384 individuals selected due to the unlimited population. The data collection tool was a standard questionnaire, whose face validity was confirmed by research experts, construct validity by factor analysis, and the reliability of variables by Cronbach's alpha coefficient. The overall Cronbach's alpha value for the questionnaire was 0.961. Using a random method, 384 usable questionnaires were collected. Data analysis was conducted using SPSS22 and Amos22 software. The results showed that aesthetics have a significant effect on entertainment, education, and escape from reality. Additionally, the positive and significant effect of entertainment, education, and escape from reality on satisfaction with augmented reality was confirmed. It was shown that escape from reality has a significant effect on shared social experience; however, the effect of escape from reality on satisfaction with augmented reality was not confirmed. Finally, the positive and significant effects of satisfaction with augmented reality and new brand experience on shared social experience, purchase intention, and credibility on new brand experience were confirmed.
1- شیرمحمدی، یزدان؛ جلالیان، سیداسحاق؛ هاشمی باغی، زینب. و ترکاشوند، سعید. بررسی تأثیر رویدادهاي فرهنگی بر تصویر شناختی و عاطفی مقصد گردشگري (مورد مطالعه: شهر کرج)، برنامه‌ریزی و توسعه گردشگری. 1398. 8(4)، 147-161.
2- شیرمحمدی، یزدان.، جلالیان، سیداسحاق.، و منصوری، سمانه. اثر تصوير و شخصيت برند شهري و تأثير آن‌ها بر نگرش و قصد انتخاب مقصد گردشگري مطالعه موردي: شهر تهران، فصلنامه گردشگری شهری. 1399. 7(2)، 37-50.
3- طیبی، علی؛ پرهیزگار، محمدمهدی؛ امینی، محمدتقی و شیرمحمدی، یزدان. راحی و تبیین لگوی کسب وکارهای گردشگری با رویکرد توسعه پایدار، فصلنامه علمی -پژوهشی برنامه‌ریزی و توسعه گردشگری. 1400. 10(36)، 219-244.
4- محمدی، سارا؛ درزیان عزیزی، عبدالهادی؛ رحیمی، فرج‌اله و شفیعیان، رزمینا. (1397). تبیین تأثیر تبلیغات ویروسی بر رفتار خرید مصرف‌کننده. کاوش‌های مدیریت بازرگانی، 1397. 10(20 )، 169-186.
5- شیرمحمدی، یزدان و محمدی، آناهیتا. اثر بازاریابی واقعیت افزوده بر روی رفتار و تجربه‌های گردشگران در زمان اپیدمی کوئید 19 (مورد مطالعه اپلیکیشن تور مجازی موزه ملی ایران). برنامه‌ریزی و توسعه گردشگری. 1401. 11(41), 171-200.
6- ساعدی، طاهره.؛ خرازی آذر، زها و مظفری، افسانه. کاربرد فناوری واقعیت افزوده در تبلیغات و بازاریابی، مجله مدیریت فرهنگی. 1398. 12(44)، 101-114.
7- فرج‌پور، مقداد، اردستانی، صالح. شناسایی عوامل تأثیرگذار بر بازارگرایی براساس تکنولوژی‌های نوین در صنعت بیمه به منظور ارائه الگو، فصلنامه اقتصاد مالی. 1399. 14(53)، 173-192.
8- فیضی، زهرا و غفاری آشتیانی، پیمان. بررسی تأثیر محتوای رسانه‌های اجتماعی بر قصد خرید با توجه به نقش میانجی نفوذ اجتماعی هنجاری و اطلاعاتی و ارتباط با مشتری (مشتریان فروشگاه نوین چرم از طریق شبکه اجتماعی اینستاگرام). مدیریت بازاریابی. 1397. 13(41 )، 1-20.
9- Rauschnabel PA. Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing. 2018 Aug; 35(8):557-72.
10- Flavián C, Ibáñez-Sánchez S, Orús C. The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of business research. 2019 Jul 1;100:547-60.
11- Yim MY, Chu SC, Sauer PL. Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing. 2017 Aug; 39(1):89-103.
12- Yang S, Carlson JR, Chen S. How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services. 2020 May 1;54:102020.
13- Sun D, Xu L, Zhang L, Cui N. How Augmented Reality Affects People’s Perceptions: Adoption of AR in Product Display Improves Consumers’ Product Attitude. InJournal of Physics: Conference Series 2019 Aug 1 (Vol. 1288, No. 1, p. 012037). IOP Publishing.
14- Qin H, Osatuyi B, Xu L. How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services. 2021 Nov 1;63:102680.
15- Sung EC. The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research. 2021 Jan 1;122:75-87.
16- Alam SS, Masukujjaman M, Susmit S, Susmit S, Aziz HA. Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment. Journal of Tourism Futures. 2022 Jan 17.
17- Allan, P. How to snap back to reality when “escapism” becomes “avoidance.” Retrieved from https://lifehacker.com/how-to-snap-back-to-reality-when-escapismbecomes-av-1723091630. 2017.
18- Ali F, Ryu K, Hussain K. Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing. 2016 Jan 2;33(1):85-100.
19- Borah, A. Special session on Marketing and New Technology. Paper presented at the Meeting of the European Marketing Academy, Hamburg, Germany. 2019.
20- GABERLİ Ü. Tourism in digital age: An explanation for the impacts of virtual, augmented and mixed reality technologies on tourist experiences. Journal of Tourism Intelligence and Smartness. 2019;2(2):61-9.
21- Tom Dieck MC, Jung TH. Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing & Management. 2017 Jun 1;6(2):110-7.
22- Simon CJ, Sullivan MW. The measurement and determinants of brand equity: A financial approach. Marketing science. 1993 Feb;12(1):28-52.
23- Hinsch C, Felix R, Rauschnabel PA. Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services. 2020 Mar 1;53:101987.
24- Park J, Stoel L. Effect of brand familiarity, experience and information on online apparel purchase. International Journal of Retail & Distribution Management. 2005 Feb 1.
25- Dacko SG. Enabling smart retail settings via mobile augmented reality shopping apps. Technological forecasting and social change. 2017 Nov 1;124:243-56.
26- GABERLİ Ü. Tourism in digital age: An explanation for the impacts of virtual, augmented and mixed reality technologies on tourist experiences. Journal of Tourism Intelligence and Smartness. 2019;2(2):61-9.
27- Yim MY, Park SY. “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research. 2019 Jul 1;100:581-9.
28- Mykletun RJ, Rumba M. Athletes’ experiences, enjoyment, satisfaction, and memories from the Extreme Sport Week in Voss, Norway. Sport, Business and Management: An International Journal. 2014 Oct 7.
29- Jung, T. H., Lee, H., Chung, N., & tom Dieck, M. C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management.
30- Song HJ, Lee CK, Park JA, Hwang YH, Reisinger Y. The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory. Journal of Travel & Tourism Marketing. 2015 May 19;32(4):401-15.
31- Alalwan AA. Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management. 2018 Oct 1;42:65-77.
32- Ketelaar PE, Bernritter SF, van Woudenberg TJ, Rozendaal E, Konig RP, Hühn AE, Van Gisbergen MS, Janssen L. “Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice. Journal of Business Research. 2018 Oct 1;91:277-85.
33- Kim TH, Choo HJ. Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR. Fashion and Textiles. 2021 Dec;8(1):1-23.
34- Pozharliev R, De Angelis M, Rossi D. The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures. Marketing letters. 2022 Mar;33(1):113-28.
35- Tandon N, Kaur S. Impact of Digital Market on Consumer Buying Behaviour. InNatl. Conf. People, no. May 2018 (p. 5).