Augmented Reality Immersion in Cultural Heritage Sites: Analyzing Adoption Intentions

This research delves into the adoption of Augmented Reality (AR) technology within the domain of cultural heritage tourism, examining the influence of key determinants on users’ behavioral intentions. Expanding the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to include personal innovativeness and perceived risk, this study delves deep into the fabric of factors that exert an influence on users’ intentions to embrace AR. Analysing data obtained from 435 participants through a snowball sampling technique, the results emphasize the significant impact of performance expectancy, facilitating conditions, hedonic motivation, and personal innovativeness on behavioral intention, while revealing the negative effect of perceived risk. These findings significantly illuminate the canvas of technology adoption in cultural heritage tourism, providing invaluable insights into how the fusion of these influential factors can effectively foster the integration of AR technology.