Plain Language Summary

Augmented reality (AR) adoption in archeological site museums has attracted growing attention; however, a notable gap remains in understanding how personal traits and technological perceptions interact to influence tourists’ choices. To address this gap, this study conducted at the Sanxingdui Archeological Site Museum employs the Technology Acceptance Model (TAM), a widely used framework for analyzing user acceptance of technology, alongside structural equation modeling to examine the nuanced interplay of Technology Readiness dimensions and their impact on perceptions. The findings reveal that optimism does not significantly influence attitudes toward AR, while innovativeness has a positive effect. Discomfort is negatively associated with AR attitudes, while perceived security concerns have a counterintuitive positive effect. Moreover, perceived ease of use strongly determines the perceived usefulness of AR, which, in turn, directly influences attitudes toward the technology. Perceived ease of use also plays a crucial role in shaping AR attitudes. Additionally, a positive attitude toward AR is strongly linked to future adoption intentions, which, in turn, significantly correlate with tourists’ intentions to visit destinations. These insights not only enhance academic discussions on TAM and AR in tourism but also offer valuable practical implications for the museum sector seeking seamless AR integration.

Exploring how augmented reality changes museum visits: Insights from Sanxingdui Museum, China

Our research focused on understanding why visitors to museums, like the Sanxingdui Museum in China, decide to keep using augmented reality (AR) technology during their visits. AR technology can overlay virtual elements (like images, sounds, or other data) on real-world environments, enhancing the visitors’ experience by making it more interactive and informative. We found that certain personal characteristics and how people perceive technology play crucial roles in this process. For example, we discovered that being open to new experiences (innovativeness) makes people more likely to have a positive attitude toward using AR. However, if people feel uncomfortable with new technology or worry about its security, they might not be as keen on using it. Our study also highlighted the importance of the AR technology itself—specifically, how easy it is to use and how useful people find it. If visitors believe that AR technology can enhance their museum experience and is not complicated to use, they are more likely to use it again in the future. Interestingly, our results showed that just being optimistic about technology doesn’t necessarily make someone more likely to use AR in museums. This was a surprising finding, as one might assume that a general positive outlook on technology would encourage its use. Ultimately, our findings suggest that for cultural heritage museums to successfully integrate AR technology, they need to ensure that it is user-friendly, secure, and genuinely enhances the visitor experience. This way, more people will be inclined to use AR during their visits, enriching their understanding and enjoyment of the museum’s exhibits.

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Exploring Tourists’ Intentions to Adopt Augmented Reality in Cultural Heritage Museums: Insights From a Modified Technology Acceptance Model