Analysis of the Experience of Using Augmented Reality Applications for Educational Tourism

Astrid Octavia Bahari; Febriyanti  Amol; Dominicus Wahyu  Pradana; Dedy Iswanto

doi:10.54518/rh.5.2.2025.542

Authors

Astrid Octavia Bahari Universitas Pendidikan Mandalika, Indonesia
Febriyanti Amol Universitas Airlangga, Indonesia
Dominicus Wahyu Pradana Universitas Katolik Widya Mandala Surabaya, Indonesia
Dedy Iswanto Universitas Muhammadiyah Mataram, Indonesia

DOI:

https://doi.org/10.54518/rh.5.2.2025.542

Keywords:

Augmented Reality, Educational Tourism, User Experience, Interactivity

Abstract

This study aims to systematically examine how Augmented Reality (AR) technology influences user experience in the context of educational tourism. The study was conducted using the Systematic Literature Review (SLR) method based on the PRISMA 2020 protocol, reviewing 13 selected scientific articles obtained from the Scopus database over the past ten years. The analysis was conducted using a thematic analysis approach, focusing on the dimensions of interactivity, perceived authenticity, user engagement, and learning effectiveness. The study findings indicate that the use of AR generally enhances the quality of educational experiences for tourists through immersive visual interfaces, integration of contextual narratives, and personalized content. Several theories, including TAM, SOR, UTAUT, and Perceived Authenticity, were consistently applied to explain the relationship between technology and user behavior. However, this study also identified significant challenges, including infrastructure limitations, low digital literacy, and the lack of integration of local cultural values in AR content development. Therefore, it is recommended to develop cross-sectoral strategies and more adaptive methodological approaches to the local context so that AR technology can be applied more widely and inclusively in supporting learning and cultural preservation in the educational tourism industry.

Downloads

Download data is not yet available.

References

Arevin, A. T. (2024). The Effect of Tourism Facilities and Service Quality on Return Intention through Visitor Satisfaction. Research Horizon, 4(2), 129-140.

Berni, A., & Borgianni, Y. (2021). Making order in user experience research to support its application in design and beyond. Applied Sciences, 11(15), 6981.

Bozzelli, G., Raia, A., Ricciardi, S., De Nino, M., Barile, N., Perrella, M., ... & Palombini, A. (2019). An integrated VR/AR framework for user-centric interactive experience of cultural heritage: The ArkaeVision project. Digital Applications in Archaeology and Cultural Heritage, 15, e00124.

Chiang, L. L., Huang, T. L., & Chung, H. F. (2022). Augmented reality interactive technology and interfaces: a construal-level theory perspective. Journal of Research in Interactive Marketing, 16(4), 683-698

Nijkamp, P. (2017). Tourism and regional development: New pathways. Routledge.

Harefa, p. K., & nastiti, p. K. Y. (2024). Leveraging Shopee live for sales growth: a literature review. Procuratio: Jurnal Manajemen & bisnis, 3(2), 62-71.

Hussein, Z. A., Sami, S., & Al, M. (2024). Augmented reality as a tool for improving perception of authenticity of the built heritage site.

Istiqlal, I., Irsyad, Z., & Iswanto, D. (2024). Utilization of Virtual Reality Technology in Tourism Destination Promotion Strategy to Increase Tourist Attraction. Aurora: Journal of Emerging Business Paradigms, 1(2), 75–87.

Iswanto, D., Istiqlal, I., & Irsyad, Z. (2024). Optimizing tourism promotion through the use of cultural heritage. Procuratio: Jurnal Manajemen & Bisnis, 3(2), 90–102.

Kim, S., Park, H., & Kader, M. S. (2022). How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch. Journal of Fashion Marketing and Management: An International Journal, 27(5), 760-783.

Leow, F. T., & Ch’ng, E. (2021). Analysing narrative engagement with immersive environments: designing audience-centric experiences for cultural heritage learning. Museum Management and Curatorship, 36(4), 342-361.

Marques, J., & Marques, R. P. (2023). Digital transformation of the hotel industry: Theories, practices, and global challenges.Berlin: Springer Nature.

Müller, M., Stegelmeyer, D., & Mishra, R. (2023). Development of an augmented reality remote maintenance adoption model through qualitative analysis of success factors. Operations Management Research, 16(3), 1490-1519.

Özturan, N., Ören, A. Ş., & Çakar, S. Ş. (2024). Digital Innovations and Market Dynamics of Tourism Businesses in Turkey. Aurora: Journal of Emerging Business Paradigms, 1(1), 12-17.

Pandey, P. K., & Pandey, P. K. (2025). Unveiling the transformative power of augmented reality in retail: a systematic literature analysis. Journal of Strategy and Management.

Pierdicca, R., Paolanti, M., & Frontoni, E. (2019). eTourism: ICT and its role for tourism hjguiggcgmanagement. Journal of Hospitality and Tourism Technology, 10(1), 90-106.

Poushneh, A., & Vasquez-Parraga, A. (2024). The effect of semiautonomous augmented reality on customer experience and augmentation experience. European Journal of Marketing, 58(8), 1910-1940.

Putri, M. Y., & Purnawarman, A. (2024). ASEAN Tourism Forum Efforts to Increase Tourist Visits in Southeast Asia. Research Horizon, 4(3), 137-148.

Ramaswamy, V., & Ozcan, K. (2018). Offerings as digitalized interactive platforms: A conceptual framework and implications. Journal of Marketing, 82(4), 19-31.

Sangadji, S. S., Handriana, T., Iswanto, D., & Rafa'al, M. (2025). The Rise of Posthumanism in Marketing: A Comprehensive Bibliometric Analysis. Journal of Posthumanism, 5(1), 76-88.

Siregar, O. M., & Selwendri, S. (2024). Analysis of Tourist Preferences for Ecotourism Attractions in North Sumatera. Research Horizon, 4(3), 1-12.

Spadoni, E., Porro, S., Bordegoni, M., Arosio, I., Barbalini, L., & Carulli, M. (2022). Augmented reality to engage visitors of science museums through interactive experiences. Heritage, 5(3), 1370-1394.

Thangavel, S., Sharmila, K., & Sufina, K. (2025). Revolutionizing Education Through Augmented Reality (AR) and Virtual Reality (VR): Innovations, Challenges and Future Prospects. Asian Journal of Interdisciplinary Research, 8(1), 1-28.

Tongpaeng, Y., Nobnop, R., Wongwan, N., Intawong, K., & Puritat, K. (2024). Comparison of gamified and non-gamified mixed reality in enhancing museum visitor engagement , motivation, and learning outcome. Journal of Heritage Tourism, 19(6),

Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131

Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality: A critical review of publications from 2000 to 2018. Journal of Hospitality and Tourism Technology, 10(4), 539-570.

Wisnujati, N. S., Kamal, M., & Sangadji, S. S. (2024). Metaverse Integration in Business: Strategies for Competitive Advantage. Aurora: Journal of Emerging Business Paradigms, 1(1), 30–37.

Wu, X., Ka, I., & Lai, W. (2021). The acceptance of an augmented reality tour app for promoting film-induced tourism: The effect of celebrity involvement and personal innovativeness. Journal of Hospitality and Tourism Technology, 12(3), 454–470.

Xu, L., Chen, Q., Cui, N., & He, J. (2022). When historically cultural and creative products meet AR : the e ff ect of augmented reality – based product display on consumers ’ product evaluation. Nankai Business Review International, 14(1), 161–176.