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Keywords: Emotional responses
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Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (9): 3280–3301.
Published: 13 May 2025
... the quality, interactivity and integration of AR to evoke stronger emotional responses and create more immersive, engaging experiences for visitors at heritage sites. Originality/value This study enhances destination marketing literature by developing a model for AR experiences’ impact on heritage tourism...

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