Integrating augmented reality into event tourism education: Enhancing experiential value and authenticity

Abstract

Cultural expositions have evolved from static displays to dynamic experiential platforms that integrate immersive technologies, fostering innovation in event organizing and management. In the field of event organizing education, these expositions provide an ideal setting for exploring immersive teaching methods and experiential learning strategies. This study examines the role of AR as a pedagogical tool in event organizing training, focusing on its impact on learners' experiential value, perceived authenticity, satisfaction and skill development. To address gaps in existing research, this study conducted an 18-week quasi-experimental investigation involving 120 undergraduate and postgraduate learners enrolled in event organizing programs in Taiwan. The learners, representing diverse cultural backgrounds, were divided into two groups: an experimental group, which engaged in AR-based event simulations, and a control group, which received traditional lecture-based instruction. Results demonstrated that AR-enhanced training significantly improved learners’ engagement, practical competencies, and ability to design immersive audience experiences. These findings highlight the potential of AR to transform event organizing education by bridging theory with practice, fostering deeper learner engagement, and preparing future event professionals with the skills necessary for real-world applications. This study offers practical implications for event educators, organizers, and industry stakeholders, advocating for the integration of AR-driven experiential learning into event organizing curricula to align with evolving industry demands.