ABSTRACT
Interviews found that each respondent recognises the potential of using Augmented Reality (AR) to enhance and improve both education and the visitor experience. They believed AR implementation would modernise the Real Palace Museum’s existing offering. The Diffusion of Innovation theory and Technology, Organisation, Environment framework are the only significant models that focus on technology acceptance and adoption at an organisational firm-level and most other relevant models are derived from them; however there are no studies on AR implementation. The Real Palace Museum of Naples, an international cultural attraction, is used as a case example; in particular the study tries to understand the perception of AR implementation at an organisational level. Existing research attempting to understand the implementation of AR from an organisational perspective is scarce. The small organisation of Real Palace Museum is beneficial; it was possible to gain insight from a variety of perspectives to generate a more complete overview involving the entirety of the organisation.
