The role of mobile augmented reality (AR) application for creating tourist experience: A study in Ephesus archaeological site

Tourism is a sector with intense competition and very flexible touristic demand. In this intense competitive environment, service providers are obliged to develop differentiated products and they need to offer different experience environments for the service users in order to gain advantage over their competitors and to survive in the market. The synergy between mobile application and augmented reality (AR) technology, which are increasingly used in tourism, has a high potential to mediate the tourist experience. The changing tourist profile creates dynamic solutions and uses mobile applications wherever they go, in order to have different and unforgettable experiences. AR application is a new product of mobile technology; and although there are some researches in the literature on the tourist experience with AR applications and on the design, development and use of these applications according to the needs of tourists, it is seen that these researches are not sufficient. This thesis study is important because it provides information for the development of a mobile augmented reality (MAG) application in the field of tourism; it contributes to the literature by determining the relationship between the use of the application and the dimensions of the experience by implementing data analysis based on mixed method; and it is also one of the first studies on this subject based on mixed method. In the literature, there are only a few studies based on mixed method about the relationship between AR and tourist experience, and this aspect of the study increases its value. This study, which was made to explain the use of the AR application and the tourist experience, aims to show: a) tourists' tendency to AR applications, b) how useful and helpful the application is, c) what kind of specific interaction tourists have with the AR technology and d) to understand the nature of the relationship between AR technology and tourist experience. In this mixed method study, the analysis results of the quantitative data obtained simultaneously through the questionnaire from the local tourists visiting Ephesus Ruins and the analysis results of the qualitative data obtained through interviews were compared and both results were evaluated together. Accordingly, it has been concluded that the use of AR in cultural heritage areas enriches the holiday experience and mediates the aesthetic experience, learning experience and escape experience. However, according to the qualitative analysis result in the entertainment experience dimension, it has been revealed that the application provides an enjoyable experience, but according to the quantitative analysis results, it has been seen that use of the application is perceived as a means of obtaining information rather than entertainment, as well as enriching the aesthetic perception and creating a sense of escape. It seems that this study will be helpful in practice in terms of the usage of the application, because knowing the technology-based experience dimensions will guide local administrators in planning and establishing management strategies in touristic destinations. Without knowing the relationship between mobile technologies and experience, it is obvious that the strategies developed by touristic destinations to create positive experiences for their visitors will be insufficient. Therefore, with this study, deeper and understandable data are presented to the literature in terms of research, application and evaluation. The results of the research will contribute to touristic destination management processes in understanding the experience of tourists who use the mobile AR application. The EfesAR application has undertaken a function for the promotion of the archaeological site and has been put into service to meet the expectations of the tourist profile who pursues innovative experiences. Such applications are important for promotion. The EfesAR application will contribute to the sector by setting an example for cultural heritage sites, museums and tourist attraction centers in our country, as well as for businesses, institutions / organizations and local administrations that provide services to the tourism sector. In summary, this thesis will contribute to the literature and to the industry in terms of providing theoretical and practical implications. Keywords: Tourist Experience, Experience Dimensions, Mobile Applications, Augmented Reality, EfesAR