Moderating Role of Long-Term Orientation on Augmented Reality Adoption

Recently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviors. The aim of this paper is to examine how Long- and Short-term orientation moderates the relationship between experience economy provided by AR applications and users’ perceived value. Data were collected from 145 participants at Deoksugung Palace in Seoul, South Korea and 119 participants at An Post Museum, Dublin, Ireland. We found that South Korean tourists, who are representatives of long-term orientation culture in this study, put a high value on educational factors of AR applications, whereas Irish tourists, who are representative of short-term orientation culture, regard escapist experiences of AR applications highly.