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Shan JiangFollow

Presenter Bios (50 Words)

Dr. Jiang (Jaki) Shan graduated with her PhD degree in Tourism from the University of Queensland, Australia, and she is currently teaching in Capital Normal University, Beijing, China. Her research interests are tourist motivation, destination marketing and tourist experience. Her works has been published on Journal of Vacation Marketing, Journal of Chinese Tourism Research, etc.

Abstract (150 Words)

National park in China are to design activities to optimize visitor benefits while still protecting resources, and it is critical to understand what visitors prefer from their park experience and their perceived value in order to attainment their benefits. This research studies Potatso NP in Yunnan Provence as a case, by applying AR technology in tourists experience, investigates the relationship of tourist preference and perceived value to profile potential tourist market characteristics of Chinese national park. Correlation analysis was conducted and it is found that 1) there is correlation of cultural and social dimension on both AR preference and perceived value; 2) There is also correlation on educational dimension. It is believed that this study can provide valuable insight on protecting and keeping the unique value on natural and cultural heritage of national park, enhancing the tourism experience of fun and interactive immersion, and enriching tourists’ natural and cultural knowledge.

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Tourists Perceived Value and Experience Preference based on AR Technique

National park in China are to design activities to optimize visitor benefits while still protecting resources, and it is critical to understand what visitors prefer from their park experience and their perceived value in order to attainment their benefits. This research studies Potatso NP in Yunnan Provence as a case, by applying AR technology in tourists experience, investigates the relationship of tourist preference and perceived value to profile potential tourist market characteristics of Chinese national park. Correlation analysis was conducted and it is found that 1) there is correlation of cultural and social dimension on both AR preference and perceived value; 2) There is also correlation on educational dimension. It is believed that this study can provide valuable insight on protecting and keeping the unique value on natural and cultural heritage of national park, enhancing the tourism experience of fun and interactive immersion, and enriching tourists’ natural and cultural knowledge.