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Jorge Nascimento,Maria Rita Nogueira da Silva Afonso,Sandra Maria Correia Loureiro 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Religious tourism is one of the most important touristic segments globally. Yet, the cognitive and emotional processes shaping destination loyalty in this context, and the impacts of Augmented Reality (AR) technology were not fully investigated. This study takes a unique approach to examine how awe influences recommendation and revisiting intentions through the mediation of rational (e.g., authenticity) and affective (e.g., emotional) mechanisms. Furthermore, our research unveils the role of AR for reinforcing the future intentions of tourists towards a religious site.