Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites

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 heritage tourism sites, this study aims to focus on the aesthetic and hedonic characteristics of AR applications. Design/methodology/approach: Data were collected in two countries with strong contrasts in Hofstede’s cultural dimensions to explore cultural differences in AR acceptance. In total, 145 questionnaires were collected in Deoksugung Palace, South Korea, and 119 questionnaires were collected in the An Post Museum, Republic of Ireland. Data were analyzed using PLS Graph 3.0. Findings: The findings confirmed that the aesthetics of AR have a strong influence on perceived enjoyment. Furthermore, this study supported the notion that high power distance, collectivism and high uncertainty avoidance culture such as South Korea’s perceives stronger dependence on social influence and the hedonic characteristics of AR. Practical implications: AR innovation and marketing within the hospitality and tourism industry requires an understanding of cultural differences to ensure successful implementation. In addition, tourism and hospitality managers need to ensure that the needs and requirements of different target markets are met. Originality/value: This study applied Hofstede’s cultural dimensions to explore the differences between two very distinct countries with regard to AR acceptance. The findings provide important implications for the implementation of tourism AR applications for different countries, especially considering international target markets.