The Effect of Aesthetics, Satisfaction from Augmented Reality Marketing on Travel Intention in Food Tourism Brand (Tehran City Case Study)
Subject Areas : Technology Transfer and Commercialization of Researches
Yazdan Shirmohammadi
1
,
Zahra Mehdipour
2
,
Sinaei Soolmaz
3
1 - Associate Professor, Payame Noor University, Department of Business Management, Tehran, Iran
2 - Master of Business Administration-Marketing, Payam Noor University, Tehran, Iran,
3 - Master, Department of Tourism Management, Payamnoor University, Tehran, Iran
Keywords: Tourism, Aesthetics, Food Tourism, The Intention of Travel, The Fact of Added Value, ,
Abstract :
One of the important aspects of tourism is paying attention to food, which restaurants should consider in various matters such as advertising. This research investigates the impact of experiential economics and satisfaction with augmented reality marketing on travel intention and shared social experiences in the food tourism industry in Tehran. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population comprises domestic tourists at tourist restaurants in Tehran, with a sample size of 384 individuals selected due to the unlimited population. The data collection tool was a standard questionnaire, whose face validity was confirmed by research experts, construct validity by factor analysis, and the reliability of variables by Cronbach's alpha coefficient. The overall Cronbach's alpha value for the questionnaire was 0.961. Using a random method, 384 usable questionnaires were collected. Data analysis was conducted using SPSS22 and Amos22 software. The results showed that aesthetics have a significant effect on entertainment, education, and escape from reality. Additionally, the positive and significant effect of entertainment, education, and escape from reality on satisfaction with augmented reality was confirmed. It was shown that escape from reality has a significant effect on shared social experience; however, the effect of escape from reality on satisfaction with augmented reality was not confirmed. Finally, the positive and significant effects of satisfaction with augmented reality and new brand experience on shared social experience, purchase intention, and credibility on new brand experience were confirmed.
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