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

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...

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Veröffentlicht in:	Sustainability 2020-04, Vol.12 (7), p.2956
Hauptverfasser:	Bae, Sujin, Jung, Timothy Hyungsoo, Moorhouse, Natasha, Suh, Minjeong, Kwon, Ohbyung
Format:	Artikel
Sprache:	eng
Schlagworte:	Art galleries & museums Associations Brand equity Brand image Brand loyalty Consumers Consumption Cultural heritage Cultural organizations Cultural resources Influence Marketing Mixed reality Multivariate statistical analysis Researchers Studies Submerging Sustainability Theory Tourism Virtual reality
Online-Zugang:	Volltext
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