The effect of augmented reality and experiential marketing on the consumer's purchase intention: Application of tourist buying behavior

With the developing technology and the globalizing world, businesses have started to implement different strategies to reach the consumer in order to sell their products. Considering that buying behavior is a hedonistic action for the consumer, it is on the agenda to provide consumers with special experiences in order to reach the consumer and create purchasing intentions. With the change and differentiation of strategies applied to consumers day by day, consumers have started to become more valuable to businesses than products. Consumers have started to pay more attention to the current experience when buying products than the product. This process has formed the concept of experiential marketing. With the concept of experiential marketing, businesses have realized that they treat consumers more carefully and become loyal customers. In order to create experiences, businesses maximize the services offered to customers and provide the experience to the consumer. Businesses influence the consumer's purchase intention by providing an unique experience to consumers with an experiential marketing strategy. In the other hand, with thed evelopment of technology, competition strategies between enterprises have also begun to change. Businesses have started to implement new sales strategies to maintain their sustainability. They have added the augmented reality application, which has just started to be used in thefield of marketing, to their strategies. With augmented reality, it has been ensured that consumers understand the product, the personification of the products makes the product more attractive in the eyes of the consumer. Businesses are trying to influence the purchase intention by giving customers a unique experience during the purchase with augmented reality. In this study, the effect of augmented reality and experiential marketing on consumer purchase intention was examined. In thestudy, augmented reality application was applied to the participants. In the study, face-to-face survey method was used. The application has been experienced by 221 users. The data obtained from the study were analyzed through the SPSS 25.0 program. As a result of the analyses, it has been seen that experiential marketing with augmented reality has a positive effect on purchasing intention.