Adopting AR wayfinding in heritage tourism: extending the UTAUT in cultural contexts

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.