The Impact of Augmented Reality Tourism on Tourist Experience and Behavior —A Case Study of the Mogao Caves Cultural Heritage

Augmented reality (AR) tourism significantly enhances visitor experiences and behavioral intentions at the Mogao Caves, a UNESCO World Heritage Site renowned for its cave art. Research reveals that high-quality content, system stability, and interactive design in AR applications positively influence tourist satisfaction and engagement, often surpassing expectations. These findings underscore AR's potential to balance heritage conservation with tourism development, offering new opportunities for sustainable cultural preservation. The study employed a quantitative approach, analyzing 400 offline questionnaires using partial least squares structural equation modeling (PLS-SEM) to validate relationships between AR factors, tourist experiences, and behavioral intentions.

Li, J., & Kieanwatana, K. (2024). The Impact of Augmented Reality Tourism on Tourist Experience and Behavior —A Case Study of the Mogao Caves Cultural Heritage. International Journal of Sociologies and Anthropologies Science Reviews, 4(5), 103–122. https://doi.org/10.60027/ijsasr.2024.4645