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This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

The motivation for this research is the emergence of mobile information systems where information is disseminated to mobile individuals via handheld devices. A key distinction between mobile and desktop computing is the significance of the relationship between the spatial location of an individual and the spatial location associated with information accessed by that individual. Given a set of spatially referenced documents retrieved from a mobile information system, this set can be presented using alternative interfaces of which two presently dominate: textual lists and graphical two‐dimensional maps. The purpose of this paper is to explore how mixed reality interfaces can be used for the presentation of information on mobile devices.

A review of relevant literature is followed by a proposed classification of four alternative interfaces. Each interface is the result of a rapid prototyping approach to software development. Some brief evaluation is described, based upon thinking aloud and cognitive walk‐through techniques with expert users.

The most suitable interface for mobile information systems is likely to be user‐ and task‐dependent; however, mixed reality interfaces offer promise in allowing mobile users to make associations between spatially referenced information and the physical world.

Evaluation of these interfaces is limited to a small number of expert evaluators, and does not include a full‐scale evaluation with a large number of end users.

The application of mixed reality interfaces to the task of displaying spatially referenced information for mobile individuals.

With the facility management industry increasingly adopting building information modeling (BIM) technologies, there is a need to investigate where this industry stands in its application. Moreover, studies on efficient and cost-effective solutions to integrate BIM and mobile augmented reality (MAR) present an environment where facility managers can experience an intuitive natural interaction with their mobile interfaces to efficiently access needed information. The industry’s view on this new approach of accessing information from BIM models should also be investigated, and its feedback should be considered for future phases of this avenue of research.

This paper explores not only how BIM can be beneficial to facility management practitioners, but also how its integration with MAR and making the data accessible through handheld mobile devices can enhance current facility management practices. An online survey was conducted to assess professional facility managers’ characteristics, technology use and working environment as well as the current status of BIM application in their practices. An online video scenario has also been used to illustrate to facility managers how an ideal BIM-MAR-integrated environment could provide them with mobile access to their required information. Facility managers’ feedback on usability, applicability and challenges of such environment has also been investigated through a follow-up survey.

With this paper, industry practitioners as well as academic researchers will be able to understand the current status of BIM and mobile computing application in facility management along with the benefits and challenges of implementing these technologies in an augmented reality (AR) environment.

Understanding facility managers’ requirements, characteristics and the way they do their tasks would be of great value for development of tools or systems that would facilitate their practices.

The purpose of this paper is to report on developments and applications of mixed reality cubicles and their impacts on learning in higher education. This paper investigates and presents the cost effective application of augmented reality (AR) as a mixed reality technology via or to mobile devices such as head-mounted devices, smart phones and tablets. Discuss the development of mixed reality applications for mobile (smartphones and tablets) devices leading up to the implementation of a mixed reality cubicle for immersive three dimensional (3D) visualizations.

The approach adopted was to limit the considerations to the application of AR via mobile platforms including head-mounted devices with focus on smartphones and tablets, which contain basic feedback–to-user channels such as speakers and display screens. An AR visualization cubicle was jointly developed and applied by three collaborating institutions. The markers, acting as placeholders acts as identifiable reference points for objects being inserted in the mixed reality world. Hundreds of participants comprising academics and students from seven different countries took part in the studies and gave feedback on impact on their learning experience.

Results from current study show less than 30 percent had used mixed reality environments. This is lower than expected. About 70 percent of participants were first time users of mixed reality technologies. This indicates a relatively low use of mixed reality technologies in education. This is consistent with research findings reported that educational use and research on AR is still not common despite their categorization as emerging technologies with great promise for educational use.

Current research has focused mainly on cubicles which provides immersive experience if used with head-mounted devices (goggles and smartphones), that are limited by their display/screen sizes. There are some issues with limited battery lifetime for energy to function, hence the need to use rechargeable batteries. Also, the standard dimension of cubicles does not allow for group visualizations. The current cubicle has limitations associated with complex gestures and movements involving two hands, as one hand are currently needed for holding the mobile phone.

The use of mixed reality cubicles would allow and enhance information visualization for big data in real time and without restrictions. There is potential to have this extended for use in exploring and studying otherwise inaccessible locations such as sea beds and underground caves. Social implications – Following on from this study further work could be done to developing and application of mixed reality cubicles that would impact businesses, health and entertainment.

The originality of this paper lies in the unique approach used in the study of developments and applications of mixed reality cubicles and their impacts on learning. The diverse composition in nature and location of participants drawn from many countries comprising of both tutors and students adds value to the present study. The value of this research include amongst others, the useful results obtained and scope for developments in the future.

The purpose of this study was to analyze the state of mobile game-based learning in the field of cultural heritage education.

A bibliometric methodology based on scientific mapping and an analysis of co-words was used. The scientific production on this field of study indexed in Scopus was analyzed. The analysis included a total of 725 publications.

The results show that the National Research Council of Italy is the institution with the highest volume of production. Among the journals, the Journal on Computing and Cultural Heritage stands out. In addition, in the analysis of the structural and thematic development of co-words, a low percentage of keyword matching was observed. The research is currently mainly oriented to pedagogical methods, especially game-based learning, gamification and the use of serious games, although these are not the only trends in this field. Research is also focusing on virtual reality, augmented reality, and mixed reality.

This work is an exploratory and novel study that analyzes the publications to date on mobile game-based learning in cultural heritage education. In theoretical terms, this can serve as support so that other researchers interested in this field can access the information highlighted in this work. From a practical perspective, this work will contribute to the promotion of new innovative actions in cultural heritage education to satisfy the demands of a learning group increasingly familiar with games technology.

This study investigates the key factors that influence customer satisfaction when interacting with augmented reality shopping assistance applications (ARSAPs). ARSAPs grant consumers the capability to experience products in a virtually simulated user environment before product acquisition. With the development of mobile e-commerce due to breakthroughs in smartphone and augmented reality (AR) technologies, there is an increasing potential for these emergent AR mobile services, yet there is a need for further improvement.

This study initially explored the key satisfaction factors for ARSAPs by utilizing topic modeling of a collection of actual user reviews. These factors are subsequently revisited and complemented by existing literature, and finally verified through logistic regression analysis supported by sentiment analysis.

This study identified the key factors that influence customer satisfaction with ARSAPs, including visuality, sense of reality, credibility, format, completeness, understandability, relevance, flexibility, response time, reliability, availability, ease of use and privacy. In particular, two additional factors (i.e. visuality and sense of reality) were newly identified as important in the context of AR, despite their previous omissions in existing literature.

This study is the first to investigate the key factors that influence customer satisfaction with ARSAPs from users' perspectives, utilizing topic modeling of a large amount of real-world data on actual user feedback. By identifying new factors (i.e. visuality and sense of reality) that were not identified in previous literature, this study provides important academic implications for a broader understanding of AR and related technologies that are essential elements of the metaverse. This study also provides valuable insights for developers and companies in the e-commerce industry on how to optimize AR applications and develop more targeted and effective marketing strategies in this field.

Augmented reality (AR) is revolutionizing the tourism and hospitality industry by offering immersive experiences as well as creating more engaging, informative and accessible travel experiences that attract tourists from around the globe. From virtual tours and immersive historical site recreations to navigation assistance and cultural education, AR technology is transforming the way we explore and interact with the destinations. This study aims to identify benefits, risks, tools and techniques of AR in the tourism and hospitality literature.

The authors conducted a systematic literature review to answer six research questions. The authors also identified 33 primary studies, dated from January 2010 to February 2024 and coded them via a thematic analysis. Related studies were obtained through searching in Web of Science and Scopus.

The results identified nine themes for benefits, eight themes for risks/disadvantages and four tools and applications-related themes. Through the thematic analysis, the major benefits of AR in the tourism and hospitality were found to be differentiated travel experiences, improved performance of tourism value chain, more effective marketing efforts of tourism businesses, enhanced tourists’ engagement, enhanced performance of tourism destinations, stimulated behavioral intentions, tourist empowerment and providing more value, interactivity and integrity. Furthermore, eight risks were identified: physical, privacy and security, social, service failure, technical, psychological, managerial, information and knowledge gaps. The authors also recognized four tools and applications-related themes, namely, AR-enabled tools, AR applications, AR-enabled apps and AR-based techniques.

To the best of the authors’ knowledge, this review provides the first systematic exploration of the existing literature on usage of AR in the context of tourism and hospitality value chain.

The purpose of this paper is to facilitate the process of monitoring construction projects. Classic practice for construction progress tracking relies on paper reports, which entails a serious amount of manual data collection as well as the effort of imagining the actual progress from the paperwork.

This paper presents a new methodology for monitoring construction progress using smartphones. This is done by proposing a new system consisting of a newly-developed application named “BIM-U” and a mobile augmented reality (AR) channel named “BIM-Phase”. “BIM-U” is an Android application that allows the end-user to update the progress of activities onsite. These data are used to update the project’s 4D model enhanced with different cost parameters such as earned value, actual cost and planned value. The “BIM-Phase” application is a mobile AR channel that is used during construction phase through implementing a 4D “as-planned” phased model integrated with an augmented video showing real or planned progress.

The results from the project are then analysed and assessed to anticipate the potential of these and similar techniques for tracking time and cost on construction projects.

The proposed system through “BIM-U” and “BIM Phase” exploits the potential of mobile applications and AR in construction through the use of handheld mobile devices to offer new possibilities for measuring and monitoring work progress using building information modelling.

Augmented reality (AR), which is a variation of virtual reality, is a technology that can appeal to a number of senses with its sound, video, image or touch sense features, take the information created by computers or digital environments and adapt it to the real environment, thus allowing the user to see and explore the real world. Although AR technology has the potential to be used to develop all senses in general, it is widely used today. AR, which is the subject of many scientific research, is turning into a subject that is especially curious and excited by the tourism sector and that consumers are very interested in. In particular, within the scope of examining consumer behaviours and searching for solutions, businesses have started to benefit from AR technologies in order to respond to the demands of consumers who spend the majority of their time with technology and to offer different, unforgettable and unique experiences. Moreover, promotional activities are very important in terms of preferability among competing destinations. At this point, the effect of AR on the persuasion efforts carried out within the marketing process for all kinds of messages and destinations conveyed to consumers cannot be denied. Therefore, AR technologies constitute one of the most effective steps in facilitating consumers' travel, creating a rich experience, speeding up their decision-making processes, enabling them to revisit the destination and increasing their satisfaction. In this chapter, what AR is, why it has an important place in destinations and marketing and the use of AR in destinations, hotels, cafes, bars and restaurants, and finally in recreation areas, are discussed.