Antecedents and Consequences of Augmented Reality Experience in Mega Sports

Abstract

Given the increased adoption of immersive technologies in tourism events, there is a need to understand how to best implement such technologies and their effects on visitors. Thus, the present study examined the antecedents and effects of using Augmented Reality (AR) when spectating a mega sport event. Data obtained from 204 participants that used AR during the attendance of the Beijing Winter Olympics showed that, indeed, there is an effect on event experience – physical, cognitive and affective engagement and future revisit intention, as well as positive word of mouth. Additionally, the success of the AR implementation depended on the effective visual design of the AR platform that would significantly influence users’ perceived ease of use and usefulness of the AR. Results obtained to add to the existing body of knowledge in the field of event tourism and provide specific managerial implications to enhance event experience using AR.