Augmented Reality at Cultural Heritage sites

The heritage industry often seeks new ways to attract and engage new visitors. However, managers of Cultural Heritage sites face a lack in marketing and competiveness. One of the ways to obtain competitive advantage is the investment and implementation of Augmented Reality on-site. This study investigates how value is created by this new and cutting-edge technology and provides a practical guide for enhancing customer value. An increased understanding of the topic should result in a growing adaption. Although there is research in the field of Augmented Reality and Cultural Heritage, the papers focus only on certain factors of value creation. The purpose of this study was however to provide a holistic overview of the whole value creation process. This represents a completely new area of research and opens a wide range of further research opportunities.