The Role of Augmented Reality for Experience-Influenced Environments: The Case of Cultural Heritage Tourism in Korea

In cultural heritage sites around the globe, augmented reality (AR) is being utilized as a tool to provide visitors with better experiences while preserving the integrity of the sites. However, little research has examined the impact of AR on customers' attitudes and behavioral intentions toward the sites. By integrating the post-acceptance model of information systems (IS) continuance, balance theory, and the theory of reasoned action (TRA), we investigate the causal mechanism underlying consumers' beliefs about AR (perceived advantage, aesthetic experience, and perceived enjoyment) and AR satisfaction in conjunction with the attitudes and behavioral intentions toward the destination. The results show that the perceived advantage and aesthetics of AR influence AR satisfaction. In turn, AR satisfaction affects behavioral intentions toward the heritage destination, indirectly via the attitude toward the destination through AR. Based on these findings, we present theoretical and practical implications as well as suggestions for future research.