Immersive augmented reality strategy in digital smart tourism: A case study of Fujian Province, China

The immersive augmented reality of digital smart tourism is a relatively new tourism strategy that has not been fully explored in tourism academic research. However, it is unclear why the immersive AR strategy of digital smart tourism has attracted so many tourists. Due to our lack of clarity on the strategies that drive tourist behavior, we believe it is crucial to explore these strategies in order to gain a deeper understanding. The purpose of this study is to explore in depth the special context and unique strategy of immersive augmented reality in digital smart tourism, and to propose an insight into interpreting the contextualized experience model. This study conducted field observations through interviews and personal travel to Fujian, China. Research has found a contextualized experiential orientation. The theoretical contribution is the insight into establishing an immersive augmented reality experience model for digital smart tourism.