Smart AR Food Tourism: Creating New Experiences, Elevating Local Cuisine through Augmented Reality
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Abstract
This study aims to develop the Smart AR Food Tourism platform by applying technology to promote gastronomy tourism in Phitsanulok, Thailand. The research involved creating 3D models of local food, along with historical and cultural narratives. A research and development approach was employed, including the design, development, and testing of a prototype AR application for smartphones, and Unity software. The sample consisted of 60 tourists visiting Phitsanulok, aged between 20 and 60, with prior experience using smartphones. Research instruments included a system performance evaluation for additional feedback. Quantitative data were analyzed using descriptive statistics.
The findings revealed that the Smart AR Food Tourism platform successfully displayed interactive 3D models of local dishes, allowing users to rotate, and scan QR codes to access multimedia content. Overall user satisfaction was rated at the “high” level ( = 4.47). Participants rated the system highly in terms of Usability ( = 4.60) and Content & Information ( = 4.55), highlighting the platform’s role in enhancing cultural understanding and motivating tourism experiences. Moreover, the overall system performance was rated at the “high” level ( = 4.43). Participants rated the Interactive Experience received the highest ( = 4.57) and System Functionality ( = 4.48). The study demonstrates that AR is a powerful innovation capable of transforming food consumption from a “taste-based experience” to an “immersive cultural experience.” The platform not only adds economic and cultural value to local communities but also serves as a prototype that can be expanded to other regions of Thailand in the future.
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