Augmented reality and water cultural heritage: a comprehensive model for destination evangelism

Purpose This study aims to examine the use of augmented reality (AR) and its consequences in the water cultural heritage (WCH) destination. It introduces an integrative model to assess attitudes toward AR, intentions to use (IU) and its sequential impacts on destination visit intentions (DVIs) as determined by perceived usefulness (PU) and perceived ease of use (PEU). This study also tests the relationship between DVI and destination evangelism (DEV), with particular focus on the mediating variables of destination engagement and self-congruity (SC). Design/methodology/approach Partial least squares structural equation modelling was used to analyse the data collected from visitors to Egyptian WCH sites. Findings Findings revealed that PU and PEU had a considerable effect on AR attitudes and intention to use AR. In addition, DVI was substantially related to DEV, where destination engagement and SC had a significant mediating relationship. Research limitations/implications This work extends the technology acceptance model (TAM) to the AR-enabled WCH context by linking the TAM core variables to DVI and DEV and by incorporating destination engagement and SC as mediators. However, findings may be limited by sample scope and contextual specificity. Practical implications This empirical research offers concise guidance for heritage destination managers and marketers on the use of AR to enhance visitor experiences and stimulate advocacy. It highlights the importance of designing AR applications aligned with visitors' self-concepts to strengthen engagement, increase visit intentions, and foster DEV in WCH sites. Originality/value The study expands the knowledge about the use of AR in heritage tourism and strategies that can be employed to increase engagement and advocacy behaviours.