Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists

Abstract

This paper explores the integration of augmented reality (AR) technology within the realm of cultural heritage tourism, particularly its influence on the development of tourists’ heritage-responsibility behaviors. Addressing the recovery and development of Chinese domestic tourism in the post-pandemic period, smart tourism technology innovations have been explored. The research demonstrates that AR, by surpassing physical and temporal constraints, fosters a deeper synthesis of traditional and contemporary cultures, thereby enriching the comprehension of national history and cultural heritage. Employing the stimulus–organism–response (SOR) theory, a theoretical framework is established to elucidate the causal links from AR attributes to perceived usefulness, enjoyment, and behavioral intentions. The analysis reveals that the interactivity, vividness, and novelty of AR significantly augment perceived usefulness and enjoyment, although augmentation quality does not notably impact enjoyment. Both perceived usefulness and enjoyment significantly drive the intention to recommend. This study offers valuable theoretical insights and practical recommendations for the strategic deployment of AR in the sustainable development of cultural heritage tourism.