The nexus between augmented reality experiences and visitor behaviour in tourist destinations

Purpose Drawing on the stimulus-organism-response (SOR) theory, this study examines the nexus between augmented reality (AR) experiences, emotions and visitors’ attachment. It also explores how visitors’ attachment affects their behaviour towards AR, with consideration of the moderating effect of innovation character. Design/methodology/approach The study has employed PLS-SEM to analyse 303 responses from tourists who visited the Roman Antonine Baths in Tunisia. Findings The results found that AR-related experiences (perceived augmentation and experiential value) positively impact affective responses, which in turn significantly affect attachment to AR. Also, attachment positively influences visitors’ behaviour (proselytism and continuance usage intention). The innovative character did not moderate the link between AR experiences and users’ affective responses. Practical implications The findings offer valuable insights for destination managers, marketers and policymakers on successfully incorporating AR into heritage tourism. Site managers and marketers should prioritize enhancing the quality, interactivity and integration of AR to evoke stronger emotional responses and create more immersive, engaging experiences for visitors at heritage sites. Originality/value This study enhances destination marketing literature by developing a model for AR experiences’ impact on heritage tourism, expanding the SOR model to show how AR experiences affect emotions and behaviour at the Antonine Baths in Carthage, Tunisia.