Survey analysis shows that perceived interactivity and trust enhance intention to use AR in cultural heritage, indicating the importance of user-friendliness.
This study examines visitor acceptance of augmented reality (AR) wayfinding systems in open historic districts, addressing the challenge of balancing technological innovation with cultural heritage experience. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and extended variables including perceived pleasure, self-efficacy, interactivity, risk, and trust, a comprehensive behavioural intention model is proposed. Using survey data and structural equation modelling, results reveal a strong "ease-of-use preference," with effort expectancy outweighing performance expectancy. Perceived interactivity boosts behavioural intention directly and via perceived pleasure, while risk and social influence act through perceived trust, highlighting institutional trust's importance. Self-efficacy also drives intention indirectly through pleasure. An implementation pathway—"technical ease of use – content gamification – trust-oriented management"—is proposed, offering theoretical and practical insights for AR design, digital heritage preservation, and enhanced visitor experience.
No takes yet. Share an insight, caveat, or question.
Wang et al. (2025) studied this question.
Synapse has enriched 4 closely related papers on similar clinical questions. Consider them for comparative context: