As sustainable tourism practices gain traction globally, immersive technologies such as augmented reality (AR) and virtual reality (VR) have emerged as effective tools to enrich visitor experiences while supporting heritage site preservation. Particularly within built cultural environments, these technologies facilitate non-invasive interpretation of architectural spaces, enabling sustainable interaction with fragile historical structures. Despite growing scholarly attention, existing research has primarily focused on the pre-adoption phase or the technical affordances of AR/VR, with limited understanding of user behavior in the post-adoption phase. To address this gap, this study integrates the Expectation Confirmation Model (ECM) with the experiential attributes of AR/VR-enabled heritage applications, proposing an integrated theoretical model to identify key determinants of tourists’ continuance intention. Based on 434 valid survey responses collected at the Terracotta Warriors Museum, a UNESCO World Heritage Site, and analyzed using structural equation modeling (SEM), the results reveal that perceived usefulness, perceived ease of use, satisfaction, and confirmation directly influence continuance intention, while visual appeal, entertainment, enjoyment, interactivity and confirmation exert indirect effects through mediating mechanisms. The findings contribute theoretically by extending ECM to the heritage tourism domain and empirically by providing robust evidence from a high-profile non-Western site. Practically, this study offers actionable implications for designing immersive experiences that enhance post-visit continuance intention and align with broader sustainability objectives.
Lu et al. (2025) studied this question.