The Impact of Augmented Reality Experiential Marketing on Tourist Experience Satisfaction
The purpose of this chapter is to investigate the impact of augmented reality experiential marketing (AREM) on tourist experience satisfaction. The chapter adds to the existing body of literature in the area of tourist experience satisfaction and its attributes and the use of augmented reality in the scope of experiential marketing. An experiment using an augmented reality system was conducted, which included a sample of 432 tourists who visited a tourist destination in Croatia. The data were tested using machine learning methods, namely information gain (IG) technique, K-means method, weighted K nearest neighbor (WKNN) method, and linear regression (LR) method. Findings indicate that augmented reality experiential marketing has a positive impact on tourist experience satisfaction.