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Following Mozart’s Steps: Influencing Factors of Tourist Satisfaction with AR-Supported Historical City Tours

Author

Listed:
  • Marion Rauscher

    (Munich University of Applied Sciences, Department of Tourism)

  • Patrizia Labrenz

    (Munich University of Applied Sciences, Department of Tourism)

Abstract

Augmented reality is increasingly transforming historical tourism by delivering immersive, flexible, and individualized experiences. Yet, further exploration is needed to understand users’ perceived value of AR in this context. This study examines the critical factors influencing tourist satisfaction and dissatisfaction by analyzing an AR-supported application facilitating a self-guided city tour. Qualitative research applying a combined theoretical framework based on UTAUT2 and a tourism-specific AR acceptance model is used to uncover emotional reactions, personal attitudes, and spontaneous feedback. Information quality, in particular attractiveness and memory value of the content, and performance expectancy in terms of flexibility and independency emerged as the main drivers of satisfaction. Design and system quality, lack of support, and social discomfort are main barriers to satisfaction. The findings support AR's role as a powerful interpretative and educational tool in historical tourism while emphasizing the need for user-centered design, content, and implementation.

Suggested Citation

  • Marion Rauscher & Patrizia Labrenz, 2026. "Following Mozart’s Steps: Influencing Factors of Tourist Satisfaction with AR-Supported Historical City Tours," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-11983-4_9
    DOI: 10.1007/978-3-032-11983-4_9
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