What question did this study set out to answer?

This research examines how scene interactivity in augmented reality affects tourists' word-of-mouth intentions through presence and mental simulation.

May 6, 2026SustainabilityOpen Access

Sustainable Cultural Heritage Experiences Through Spatial Augmented Reality: The Effects of Scene Interactivity on Presence, Mental Simulation, and Tourist Word-of-Mouth

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Authors

LLLiwei LiHanyang University PLPengcheng LiGuangxi Open University YLYidong LiuGuangxi Open University

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Implication

Research demonstrates scene interactivity enhances presence and processing fluency in heritage tourism, suggesting digital technologies can improve tourist engagement.

Key Points

This research examines how scene interactivity in augmented reality affects tourists' word-of-mouth intentions through presence and mental simulation.
Surveyed 870 visitors to a multimedia Han culture exhibition at Mawangdui heritage site.
Collected data between 1 March and 16 May 2025.
Analyzed results using structural equation modeling (SEM).
Scene interactivity significantly enhances tourists' sense of presence and mental simulation.
Increased presence and mental simulation positively affect word-of-mouth intention.
Processing fluency moderates the relationships between scene interactivity and experiential mediators.

Cite This Study

Li et al. (2026) studied this question.

synapsesocial.com/papers/69faa25e04f884e66b532f42 https://doi.org/10.3390/su18094441

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Implication

Research demonstrates scene interactivity enhances presence and processing fluency in heritage tourism, suggesting digital technologies can improve tourist engagement.

Sustainable Cultural Heritage Experiences Through Spatial Augmented Reality: The Effects of Scene Interactivity on Presence, Mental Simulation, and Tourist Word-of-Mouth

Discussion

Member takes

Implication

Key Points

Cite This Study

Sustainable Cultural Heritage Experiences Through Spatial Augmented Reality: The Effects of Scene Interactivity on Presence, Mental Simulation, and Tourist Word-of-Mouth

Discussion

Member takes

Implication

Key Points

Cite This Study

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