Why people use augmented reality in heritage museums: a socio-technical perspective

Abstract With the development of digital technologies, the use of augmented reality in the tourism sector has received increasing attention. However, the understanding of the factors influencing tourists’ post-experience intention with augmented reality devices is incomplete and there is a lack of empirical research. This study explores the impact of AR technical factors, individual factors and situational factors on users’ post-experience AR usage intention and destination revisit intention through satisfaction based on a socio-technical perspective. The survey data collected from 254 visitors who visited the Liangzhu Museum using the corresponding AR glasses were analysed, and the results showed that the novelty of the technical aspect, the technology trust of the individual aspect and the aesthetics, education and authenticity of the situational aspect influenced visitors’ AR usage intention and destination revisit intention through satisfaction. This study has an impact on future research on the application of augmented reality technology to heritage museums.