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Article

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

1
School of Management, Kyung Hee University, Seoul 02447, Korea
2
Faculty of Business and Law, Manchester Metropolitan University, Manchester M15 6BG, UK
3
Graduate school of international tourism, Hanyang University, 222, Wangsimni-ro, Seongdong-gu, Seoul 04763, Korea
4
School of Management, Kyung Hee University, Kyung Hee Dae Ro 26, Dong Dae Mun Gu, Seoul 02447, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(7), 2956; https://doi.org/10.3390/su12072956
Received: 30 January 2020 / Revised: 27 March 2020 / Accepted: 31 March 2020 / Published: 8 April 2020
Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. 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. Partial least squares structural equation modeling (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’ experiences, but also positively affect brand awareness, brand association, and brand loyalty. View Full-Text
Keywords: mixed reality; interactivity; vividness; brand loyalty; brand awareness; brand association; cultural heritage attractions mixed reality; interactivity; vividness; brand loyalty; brand awareness; brand association; cultural heritage attractions
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MDPI and ACS Style

Bae, S.; Jung, T.H.; Moorhouse, N.; Suh, M.; Kwon, O. The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability 2020, 12, 2956. https://doi.org/10.3390/su12072956

AMA Style

Bae S, Jung TH, Moorhouse N, Suh M, Kwon O. The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability. 2020; 12(7):2956. https://doi.org/10.3390/su12072956

Chicago/Turabian Style

Bae, Sujin, Timothy H. Jung, Natasha Moorhouse, Minjeong Suh, and Ohbyung Kwon. 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective" Sustainability 12, no. 7: 2956. https://doi.org/10.3390/su12072956

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