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

Abstract

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.

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

“…As more people adopt these disruptive technologies, there are clear opportunities for researchers and practitioners to conceptualize virtual multi-sensory experiences and apply them to event marketing. Enhancing the visitor experience by using innovative technologies could lead to positive outcomes and increase the number of visitors, thereby contributing to the economic aspects of sustainability, which is particularly important for curators [108]. Thus, there is reason to explore the elements of virtual experiences that modulate causation and correlation.…”

Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

“…Ganesan [21] has indicated that satisfaction, derived from previous experience and then constituting an attitude, is a positive emotional response to the result of a previous experience. Bae et al [22] have shared the idea that satisfaction is an emotional response to purchasing. Orel and Kara [23], focusing on the services industry, have held that customer satisfaction describes the desired result of a service experience, including the assessment of whether the service has satisfied customers' demands and expectations.…”

“…Customer satisfaction is a comprehensive assessment of satisfaction with the experience during the entire process of buying clothes. Based on the prior studies [11,12,[21][22][23], the same items were used for the measurement of customer satisfaction at online and physical stores. Furthermore, five items are included to measure with in the Likert 5 scale, in light of the specific situation of clothes selling.…”

Congruity of Virtual Reality In-Game Advertising

“…For example, a Cleveland Cavaliers' fan who plays an NBA-themed VR game may feel as if he/she played basketball in Rocket Mortgage FieldHouse when he/she was surrounded by various Gatorade signage's in the virtual arena. Additionally, Bae et al (2020) found that the characteristics of mixed reality, which represent presence, at cultural and artistic visitor attractions positively affect brand awareness. This suggests that gamers may recognize an IGA brand further when they feel as if they were in the gaming setting.…”