Augmented reality (AR) has emerged as a key tool in cultural heritage conservation, education, and tourism. This study explores how AR transforms traditional murals into interactive experiences, enhancing public engagement with rural cultural heritage. The research combines cognitive load theory and multimedia learning theory to assess AR’s impact on education and tourism, focusing on how AR can deepen visitors’ cultural experience through dynamic mural interactions. A randomized controlled trial was conducted in Hengdong Village, Meizhou City, China, with six sections of a 248-m mural. Participants were divided into an experimental group (using AR) and a control group (no AR). Data were collected via questionnaires, interviews, and observations to measure cultural engagement and satisfaction. ANOVA and NVIVO software were used for data analysis. The AR group showed a 40% increase in cultural engagement and satisfaction, with notable gains in knowledge acquisition and emotional involvement. Younger visitors had a stronger positive response to AR (p < 0.05), reporting improved educational experiences. Qualitative feedback indicated AR facilitated a deeper understanding of historical and cultural contexts. AR significantly enhances cultural heritage education and tourism experiences, improving knowledge transfer and emotional connections. Despite challenges with equipment and adaptability, the technology received high satisfaction, particularly among younger tourists. This study supports cognitive load and multimedia learning theories in AR applications.