Title:
Augmented Reality Cartography and Urban Economic Dynamics: Quantifying the Synergies Between 3D Mapping Technologies and Cultural Event Tourism

Authors:
Canh Duong NGUYEN, Viet Nam

Abstract:

This study investigates the adoption and economic impact of Augmented Reality (AR) cartography in cultural tourism contexts. Drawing on the Technology Acceptance Model and cultural tourism literature, we examine how perceived usefulness, ease of use, and enjoyment influence AR adoption, cultural event experiences, and local economic outcomes. The study employs a quantitative approach, utilizing structural equation modeling to analyze data collected from 487 participants at a major cultural event. Findings reveal that AR cartography adoption significantly enhances cultural event experiences and increases local business spending, both directly and indirectly through extended length of stay. Demographic factors, particularly age, gender, and education level, moderate these relationships. Notably, the study demonstrates that AR use creates a virtuous cycle of improved experiences, longer stays, and increased spending. This research contributes to the literature by providing empirical evidence for the economic benefits of AR in cultural tourism, extending beyond previous studies that focused primarily on user satisfaction and behavioral intentions. It also offers practical implications for destination managers and policymakers, suggesting that investment in AR infrastructure could yield substantial economic returns. The study opens new avenues for research into the role of immersive technologies in driving sustainable economic development through cultural tourism.

DOI: https://doi.org/10.51505/IJEBMR.2024.8920