Adapting sense of presence to product uncertainties in crafting augmented reality enhanced experiences

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-02-26 DOI:10.1016/j.ijhm.2025.104142

Hua Fan , Yimeng Xu , Diandian Xiang , Mengqi Ge

{"title":"Adapting sense of presence to product uncertainties in crafting augmented reality enhanced experiences","authors":"Hua Fan , Yimeng Xu , Diandian Xiang , Mengqi Ge","doi":"10.1016/j.ijhm.2025.104142","DOIUrl":null,"url":null,"abstract":"<div><div>Grounded in situated cognition theory, this study explores the differential effectiveness of sense of presence (i.e., social vs. spatial presence) created by augmented reality mobile applications (AR apps) in crafting tourists’ AR-enhanced experience under product quality and fit uncertainties. An online survey conducted with 1970 users of tour apps indicates that social presence is more effective than spatial presence in fostering informative customer experiences but less effective in generating entertaining experiences. A field experiment involving 1584 users of a hotel chain’s mobile app corroborates these findings and further demonstrates that when product quality uncertainty is high, the advantage of social presence over spatial presence in promoting informative experiences becomes even more pronounced. Conversely, when product fit quality is high, the benefit of spatial presence over social presence in creating entertaining experiences diminishes. These insights not only contribute valuable knowledge to the study of AR applications in travel and tourism but also offer practical recommendations for businesses on how to optimize the sense of presence in their AR apps to address product uncertainties and enhance customer experience.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"127 ","pages":"Article 104142"},"PeriodicalIF":9.9000,"publicationDate":"2025-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431925000659","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

Grounded in situated cognition theory, this study explores the differential effectiveness of sense of presence (i.e., social vs. spatial presence) created by augmented reality mobile applications (AR apps) in crafting tourists’ AR-enhanced experience under product quality and fit uncertainties. An online survey conducted with 1970 users of tour apps indicates that social presence is more effective than spatial presence in fostering informative customer experiences but less effective in generating entertaining experiences. A field experiment involving 1584 users of a hotel chain’s mobile app corroborates these findings and further demonstrates that when product quality uncertainty is high, the advantage of social presence over spatial presence in promoting informative experiences becomes even more pronounced. Conversely, when product fit quality is high, the benefit of spatial presence over social presence in creating entertaining experiences diminishes. These insights not only contribute valuable knowledge to the study of AR applications in travel and tourism but also offer practical recommendations for businesses on how to optimize the sense of presence in their AR apps to address product uncertainties and enhance customer experience.

查看原文本刊更多论文

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.