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Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places

Timothy Hyungsoo Jung (Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK)
M. Claudia tom Dieck (Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 5 June 2017

Abstract

Purpose

This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor experience at cultural heritage places.

Design/methodology/approach

This study proposes the conceptual model of value co-creation using a case-study approach by presenting some cases of a cultural heritage place in the UK.

Findings

The findings of this study suggest that the effective use of multiple technologies in the context of cultural heritage places contributes to the co-creation of value for both cultural heritage organisations and also for visitors’ pre-visit, onsite and post-visit experience. Businesses can benefit from increased spending, intention to return and positive word-of-mouth, while visitors receive a personalised, educational, memorable and interactive experience.

Practical implications

Cultural heritage places have to find new ways to survive increasingly fierce competition. Using technology and the concept of value co-creation can prove to be a valuable concept in an attempt to attract new target markets, enhance visitors’ experience, create positive word-of-mouth and revisit intentions.

Originality/value

Recently, increased importance has been placed on the co-creation of value to account for consumers' interest in playing some part in the development of services and products. This study takes a holistic approach using augmented reality, virtual reality and 3D printing from a value co-creation perspective.

Keywords

Citation

Jung, T.H. and tom Dieck, M.C. (2017), "Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places", Journal of Place Management and Development, Vol. 10 No. 2, pp. 140-151. https://doi.org/10.1108/JPMD-07-2016-0045

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited