Augmented reality experiences and sensation seeking

Sangwon Park, Brigitte Stangl

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


Studies about augmented reality (AR) largely discuss the design of applications and adoption behaviours of the AR system. Attempts to understand user experiences with AR are scarce, especially in the field of tourism. This paper contributes to this gap by identifying travellers' experiences with AR applications when obtaining travel information. More specifically, this study applied the concept of sensation-seeking to segment travellers to better understand their AR experiences. An online questionnaire was designed and completed by a sample of 1042 study participants who all used an AR app in the course of this study. The results demonstrate the applicability of sensation-seeking to explain heterogeneous AR experiences. Of the four sensation-seeking elements, experience-seeking and boredom-susceptibility were identified as key elements to classify the travel groups in the context of AR applications. Managerial implications for tourism marketers are suggested.

Original languageEnglish
Article number104023
JournalTourism Management
Publication statusPublished - Apr 2020


  • Augmented reality
  • Market segmentation
  • Mobile services
  • Sensation-seeking
  • Typology representing network analysis
  • User experiences

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this