In a recent publication in the journal Current Issues of Tourism, UTM researchers Dr. Henrique Fátima Boyol Ngan and Dr. Weng Si (Clara) Lei addressed the impacts of AR on attendee experiences and their intent to revisit. The study compared 204 AR users with 248 non-users from the 2022 Beijing Winter Olympics, highlighting the increasing importance of immersive technology in enhancing event experiences. Key findings revealed that several dimensions of event experience significantly affect attendees' intentions to return. Notably, cognitive engagement was markedly higher among AR users, which enhanced their likelihood of revisiting. It highlights AR's potential to transform traditional events by enriching audience experiences and encouraging future attendance. This research contributes to the literature on AR in sports events by demonstrating its effectiveness and providing valuable insights for event organizers on utilizing immersive technologies to create more engaging experiences.
Article Information: Ngan, H. F. B., & Lei, W. S. (2025). Examining the effects of augmented reality on sport event experiences and revisit intention: A comparative analysis between AR and non-AR users. Current Issues in Tourism, 28(4), 666-679. https://doi.org/10.1080/13683500.2024.2345173
