Abstract
ABSTRACT This study investigates whether AR innovations will positively contribute to the visiting intentions of young people. We collected data from 402 Gen Z participants in the museum at Göbeklitepe, one of the first human settlements in Turkey. Study results suggest that visual appeal and enjoyment affect AR technology and that enjoyment and escapism affect revisit intention. In addition, AR had a mediating effect between the enjoyment experience and RVI. There was no moderating effect of emotions between AR and revisit intention. Our findings expand the literature on offering museum experiences to Gen Z.
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