Determining the Key Drivers for the Acceptance and Usage of AR and VR in Cultural Heritage Monuments

Abstract

An increasing number of visitor attractions and monuments are designing and implementing augmented reality (AR) and virtual reality (VR) technologies and services to enhance tourists’ experiences and make their visit more attractive and enjoyable. It is essential to acquire an in-depth understanding of AR/VR applications and their influence on consumers’ experience. This paper set to investigate the key factors influencing tourists to adopt and use AR and VR applications by exploring the consumers’ perceptions within the cultural heritage settings, focusing on the use of technological tools during the on-site experience (core service experience). This study applied the Ntheoretical basis of the Unified Theory of Acceptance and Use of Technology (UTAUT2) and suggested a research model of twelve hypotheses. The latter was empirically investigated within the Chinese context in two cultural heritage monuments. The findings indicated that AR/VR technology plays an important role in influencing the tourism experience. Performance expectancy, price value, habit, personal innovativeness, and involvement significantly positively affect behavioral intention. The most important drivers are price value and facilitating conditions. This study’s contribution is twofold: (i) theoretical, by elaborating an extended framework for digital technologies implemented in a challenging field of visitors’ experience, and (ii) practical, by formulating a set of suggestions for industry practitioners as well as designers and developers of AR/VR applications regarding the effective design and implementation of AR/VR technologies in cultural heritage monuments.