M. Claudia Tom Dieck

• PhD
• Reader at Manchester Metropolitan University

Purpose This paper aims to propose and test a modified TAM model for the social media networks (SMNs) in the luxury hotel context, integrating satisfaction and continued usage intention, using a mixed method approach. SMNs have revolutionized the way people communicate, search for information, and share experiences. The technology acceptance model...

Pokémon Go was the first mobile augmented reality (AR) game to reach the top of the download charts of mobile applications. However, little is known about this new generation of mobile online AR games. Existing theories provide limited applicability for user understanding. Against this background, this research provides a framework based on uses an...

The increased availability of smartphone and mobile gadgets has transformed the tourism industry and will continue to enhance the ways in which tourists access information while traveling. Augmented reality has grown in popularity because of its enhanced mobile capabilities. In tourism research, few attempts have been made to assess user satisfacti...

Latest mobile technologies have revolutionised the way people experience their environment. Recent research explored the opportunities of using augmented reality (AR) in order to enhance the user experience however, there is only limited research on users’ acceptance of AR in the tourism context. The technology acceptance model is the predominant t...

As the pace of Augmented Reality (AR) adoption quickens, cultural heritage sites have begun to focus on the opportunities provided by this new and innovative technology. However, small organizations often fear making large investments in AR without a proof of concept due to the risk of failure. Therefore, it is imperative to explore the perceived v...

Purpose The current study explores two distinct augmented reality (AR) experiences (hedonic and utilitarian) to determine the drivers of satisfaction and word-of-mouth (WOM). Specifically, this research investigates how different AR characteristics (person–virtual environment (VE) interaction, novelty) impact reality congruence and immersion, which...

Purpose The purpose of this paper is to examine the role of societal and organisational culture on talent management (TM) within the Greek hospitality and tourism (H&T) industry. Specifically, this study tests societal culture’s effect on TM approaches and the mediating role of organisational culture. Design/methodology/approach In this quantitati...

The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamen...

This study aims to investigate the effect of both the affordance of virtual reality (VR) technology and users’ digital media literacy on users’ emotions, which leads to recommendations to use VR experiences in cultural heritage tourism. A survey was conducted at a realistic VR studio in Gyeongju World Culture Expo Park, South Korea using high-quali...

Purpose The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists’ attachment level on-site at a rural destination. Design/methodology/approach This study applied an exploratory mixed method approach. Respondents were tour...

Introduction The purpose of this study is to provide an overview of extant research regarding XR technology and its effect on consumer wellbeing. With the hopes of informing marketing practitioners on XR consumer psychology, in preparation for the Metaverse. Methods To achieve the above aim, two types of analysis took place. Firstly, a bibliometri...

BACKGROUND The traditional pulmonary rehabilitation service for Chronic Obstructive Pulmonary Disease (COPD) patients has been challenging during the COVID-19 pandemic situation. Therefore, there is a need for alternative and innovative methods of pulmonary rehabilitation using remotely supervised VR-based PR services to patients. OBJECTIVE This s...

Issues of sustainability have gained interest and priority, examining ways organisations can protect environmental and cultural heritage, whilst addressing stakeholders' needs. Research exploring the role of Augmented Reality (AR) for sustainable tourism development has been limited. This study adopts the Triple Bottom Line (TBL) framework, to expl...

Purpose The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of...

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points...

Purpose The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of...

Purpose The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U&GT), this study aims to explore the use of AR for learning satisfa...

Purpose Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences. Design/methodology/approach This paper uses a quantitat...

Interest in the Metaverse has recently surged due to the transformational opportunities and experiences that it offers to customers and businesses across the globe. However, the extant literature on the Metaverse is inconsistent, with no existing literature synthesis or consensus among studies on the definition of the Metaverse. This study provides...

Presents the state of the art in augmented reality, virtual reality and extended reality and Metaverse research Showcases the application of augmented reality, virtual reality and extended reality in various industries Bridges the gap between theory and practice for AR, VR and XR

Augmented Reality (AR) has received increased attention over the last years, both from managers and scholars alike. Various studies in the marketing discipline have tackled fragmented aspects of AR, such as its impact on sales or brands. Yet, a holistic approach to AR remains scarce. Therefore, the authors define “Augmented Reality Marketing” as a...

Augmented reality (AR) is disrupting the business landscape. Small and medium-sized enterprises (SMEs) often face challenges capitalising on the potential presented by cutting-edge technologies, such as AR. Business models (BMs) are widely regarded as effective management tools, which help increase competitiveness. This paper aims to develop an aug...

Customer journeys in tourism are becoming more complex, often including multiple touch points that can influence expectations, experiences, and travel behaviors. The management of these different interactions is further complicated if tourist destinations face natural or man-made crises (e.g., financial crises, COVID-19). The current research takes...

The Internet of Things (IoT) technologies offer unique opportunities for organisations to improve their performance , innovativeness and as a result pursue competitive advantages. However, organisations are uncertain how to adopt IoT to exploit its potential. This study explores emerging issues and future horizons in the IoT business model context,...

The sixth International Augmented and Virtual Reality conference was held online for the first time. For all of us, 2020 has been a challenging year with many unknowns and changes to the way we work, socialise and operate. “Online” has become the new normal for meetings and conferences, possibly and most likely changing our future behaviours toward...

Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy an...

As competition intensifies, value co-creation with tourists is essential for successful implementation of mobile augmented reality (AR) heritage applications. This study therefore aims to identify heritage tourists’ needs and involvement when developing mobile AR heritage applications using a grounded theory approach. Since AR applications are stil...

The digital creation of virtual environments has opened many doors for the creation of new experiences, offering the trend of ever immersive, engaging and multi-sensory virtual reality (VR) experiences. However, studies on VR within the science festival context are limited. Therefore, with a focus on usability and gratifications, this study aims to...

As a result of interactive and immersive technologies such as augmented reality, almost every service business has changed their ways of engaging with consumers. However, there has been little research on acceptance and use of wearable augmented reality (AR) in interactive services in museums and art galleries. Therefore, the aim of this study was...

Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism indust...

Virtual Reality (VR) has been regarded as a highly effective technology that enables people to gain enjoyable and immersive information about museum collections. Drawing from the four realms of the experience economy, we assume absorptive experiences influence immersive experiences, overall museum VR tour experience, and intention to visit a museum...

With the arrival of the fifth generation (5G) radio access, there are numerous opportunities and challenges for the new worlds of Virtual Reality (VR) and Augmented Reality (AR). This abstract examines the promises of 5G networks, the future needs of VR and AR, and how 5G will integrate with VR and AR, including the impact of edge computing on VR a...

This book features the latest research in the area of immersive technologies, presented at the 5th International Augmented and Virtual Reality Conference, held in Munich, Germany in 2019. Bridging the gap between academia and industry, it presents the state of the art in augmented reality (AR) and virtual reality (VR) technologies and their applica...

Recently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviors. The aim of this paper is to examine how Long- and Short-term orientation modera...

Purpose This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented reality (AR), thus engaging visitors in the physical science experience. This study also identifies necessary conditions to achieve desired responses from visitors. De...

Virtual reality (VR) has enjoyed a steep growth in awareness in society in recent years and is considered a promising tool for the design and enhancement of experiences. However, as research and use cases in the hospitality context are expanding rapidly, it is crucial to define a clearer research direction that aligns the number of scattered studie...

A number of organizations in cultural tourism have started to explore the use of augmented reality (AR) to enhance visitor experience. While many studies have been conducted to identify adoption criteria of mobile AR applications, research exploring the adoption of augmented reality smart glasses (ARSG) is still limited. This paper contributes to t...

Augmented reality (AR) has moved into the spotlight of technological developments to enhance tourist experiences, presenting a need to develop meaningful AR applications. However, few studies so far have focused on requirements for a user-centric AR application design. The study aims to propose a method on translating psychological and behavioral i...

The purpose of this exploratory study is to provide initial insights into tourism marketers’ perspectives on and intention to adopt Augmented Reality (AR) to enhance the visitor experience in urban tourism destinations. Interviews were conducted with seven participants from four Destination Marketing Organisations (DMOs) in three urban tourism dest...

Museums facilitate schoolchildren’s experiential learning, and when combined with Augmented Reality (AR) applications, schoolchildren can benefit from interactive, engaging learning experiences. Experiential learning is therefore situated in a context relevant to schoolchildren’s learning experience with digital technologies such as AR in museums,...

This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing oppor...

Despite the growing body of literature supporting Virtual Reality's (VR) effectiveness as a destination marketing tool, empirical research employing a tourism marketing perspective in this specific context remains scarce. Therefore, this exploratory study aims to bridge this gap by exploring the internal and external factors affecting VR adoption f...

The rapid development of virtual reality (VR) technology offers opportunities for a widespread consumption of VR tourism content. It also presents challenges to better understand the effectiveness of VR experience in inducing more favorable attitude toward tourism destinations and shaping visitation intention. Based on two studies, one conducted in...

Augmented reality (AR) has been increasingly implemented to enhance visitor experiences, and tourism research has long understood the importance of creating memorable experiences, leading to the research era of experience economy. Although technology-enhanced visitor engagement is crucial for science festivals, research focusing on visitor engageme...

The potential of Information and Communication Technology-enhanced visitor learning experience is increasing with the advancement of new and emerging technologies in art gallery settings. However, studies on the visitor learning experience using wearable devices, and in particular, those investigating the effects of wearable augmented reality on th...

Virtual reality (VR) transforms the way destinations market their tourism offerings. To fully understand the opportunities of a technology, initial research is required assessing user adoption. However, empirical research and particularly exploratory qualitative research on VR adoption in tourism context is limited. Therefore, this study uses an ex...

Purpose With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. In response, this study aimed to exa...

Purpose Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the enhancement of the tourist experience. However, behavioral intention to adopt AR is dependent on cultural traits and close investigation is required on cultural differences. To explore these cultural differences and the effect on AR acceptance in cultural...

Purpose Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the enhancement of the tourist experience. However, behavioral intention to adopt AR is dependent on cultural traits and close investigation is required on cultural differences. To explore these cultural differences and the effect on AR acceptance in cultura...

Purpose Advances in information communication technologies (ICTs) have changed the tourism distribution channels model, as traditional players continue to disappear or change their business model, while new players and channels emerge because of technological developments. Therefore, this study aims to propose a tourism distribution channels model...

Purpose With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. The purpose of this study is to exami...

The benefits, value and potential of Augmented Reality (AR) are widely researched. However, the value of AR is most commonly discussed in relation to enhancing the tourist experience, rather than generating revenue or economic returns. Although AR promises to add value to the visitor experience and generate associated benefits, the financial implic...

Technological advancements are largely responsible for the intensified competiveness within the industry and the shift in consumers shopping and buying behavior. Global trends such as mobile devices and social media have led to a revolutionary change that has driven the drastic decline in traditional ‘brick and mortar’ footfall, leading to the unfo...

During the last years, various media technologies such as Augmented Reality (AR) and Virtual Reality (VR) have gained increased attention in consumer markets and tourism. For theme parks, especially those with rollercoasters, wearable VR devices are expected to be associated with various benefits for tourists’ experience. Therefore, adventure park...

Purpose This paper proposes a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing in to the visitor experience in cultural heritage places. Design/methodology/approach This study proposes the conceptual model of value co-creation by using a case study approach relating t...

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 approac...

Virtual Reality (VR) becomes increasingly important as part of the tourism experience delivery. In particular, outdoor attractions such as National Parks are aiming to use VR to attract tourists and provide them with an enhanced experience. However, there is only limited research on the use of VR and especially the influence of fun and pre-attitude...

The increasing use of wearable devices for tourism purposes sets the stage for a critical discussion on technological mediation in tourism experiences. This article provides a theoretical reflection on the phenomenon of embodiment relation in technological mediation and then assesses the embodiment of wearable augmented reality technology in a tour...

While Augmented Reality (AR) is increasingly being implemented across a number of industry sectors, an open issue remains over the emotional as well as experiential impacts of this new technology within urban cultural heritage tourism. Therefore, the purpose of this study is to create a tourist experience model for AR tourism applications in the co...

Augmented reality (AR) applications are a powerful, modernized tool with the potential to engage students to develop skills for the future, and enhance the overall learning experience. Kolb’s Experiential Learning Cycle has been widely adopted in education studies to develop more appropriate learning opportunities. However, the adoption of the spec...

Virtual Reality (VR) has experienced a significant upswing of interest from researchers and businesses generally but also specifically from the tourism sector. However, qualitative research on tourists’ experience of VR applications is scarce. Therefore, the present study aims to explore tourists’ experience of VR using the Lake District as a case...

Purpose Recent advancements in wearable computing offer opportunities for art galleries to provide a unique experience. However, to ensure successful implementation of this new technology in the visitor industry, it is essential to understand user requirements from a visitor’s point of view. Therefore, the aim of this paper is to investigate visito...

Augmented reality (AR) has received increasing interest by academia for the enhancement of the visitor learning experience however, the research on learning experience through AR is limited from the school children’s point of view. Therefore, the aims of this study are to i) investigate usability of AR learning application for school children, ii)...

Tourism is in need of new technologies, such as Augmented Reality (AR) to provide enhanced tourist experiences; hence, much research focuses upon this potential. At the same time, sustainability is considered among the most important topics within the tourism domain and the use of information technologies for tourism sustainability has emerged as a...

Augmented Reality (AR) has recently emerged as a popular tool for tourism organisations to enhance visitors' experiences through its ability to overlay information into the real world environment. Cultural heritage attractions such as museums have begun exploring the potentials and benefits of AR, but it remains a largely new field of research. The...

There is an increase in Augmented Reality (AR) adoption in the tourism sector and increasingly visitor attractions, museums and art galleries start to use AR for the enhancement of the visitor experience. However, smaller organisations often fear high investments without the proof of concept due to risks of failures. Therefore, the present study us...

Augmented Reality (AR) has recently emerged as a popular tool for tourism organisations to enhance visitors’ experiences through its ability to overlay information into the real world environment. Cultural heritage attractions such as museums have begun exploring the potentials and benefits of AR, but it remains a largely new field of research. The...

This study aims to investigate the impact of Virtual Reality (VR) and Augmented Reality (AR) on the overall visitor experience in the context of museum. In tourism research, few attempts have been made to examine factors which enhance visitor experience using new and emerging technologies such as VR & AR respectively, however research on visitor ex...

Social media networks are important marketing tools for the acquisition and retention of hotel guests within the intangible luxury hotel industry. Especially with the emergence of smartphones, factors such as ubiquity and interaction become increasingly important to take into account when formulating marketing strategies however, theoretical models...

With the increased accessibility of 3D printing, numerous new use cases emerged over the last years. Using the idea of value co-creation, this paper proposes the implementation of 3D printing as part of an application within museums or art galleries. The aim of the creation of this 3D printing experience is to personalise the visitor experience, ma...

Recently, the tourism industry is providing tourists with an enhanced touristic experience via various cutting-edge information technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural characteristics on human behaviour and phenomena. The aim of this paper is to examine how long- and...

The ways providers communicate with their customers have been changed due to Online to Offline (O2O) service. In O2O service, providers are able to find consumers in a virtual environment (online) and bring them into real world stores (offline). In this situation, this study has regarded Augmented Reality (AR) as an effective tool of O2O service, s...

The tourism distribution channels network is extremely complex. In particular, the emergence of technologies; the development of online social networks, online review sites as well as mobile location-based services has added additional channels of distribution. The awareness of new opportunities within the tourism distribution channels is essential...

Art galleries are increasingly asked to provide evidence of their efforts towards facilitating visitors’ learning experience. Augmented reality (AR) and wearable computing has the potential to create a realistic learning environment. Using Google Glass allows art gallery visitors to receive augmented information while looking at paintings. The Gene...

The importance of relationship quality for successful future business co-operations is well established; however research on factors of relationship quality within tourism and hospitality is scarce. This study therefore aims to identify factors of relationship quality between tour operators and hoteliers within the Cretan context using qualitative...

Although social media networks (SMNs) have been established for a number of years, research on the acceptance of SMNs within the hospitality industry has been limited. The study uses an extended technology acceptance model (TAM) to assess hotel guests’ acceptance of SMNs within the luxury hotel industry. A total of 258 usable data was collected and...

The purpose of this study is to investigate tourist experience indicators for mobile Augmented Reality applications in tourism based on product features and resulting product characteristics. The data was collected through five focus groups with a total of 49 participants. A theoretical tourist experience model was developed based on Hassenzahl’s (...

The increased availability of smartphone and mobile gadgets has transformed the tourism industry and will continue to enhance the possibilities of how tourists access information while travelling. As a result of enhanced mobile capabilities, augmented reality increased in popularity. In tourism research, only few attempts were made to assess user s...

Recent tourism research increasingly explored the opportunities of using Augmented Reality (AR) in order to boost tourism and increase the value for tourists while travelling within a destination. The Technology Acceptance Model (TAM) has been applied to a number of research disciplines, lately also AR however, studies focusing on the tourism conte...