Abstract:
This research investigates the influence of augmented reality (AR) on destination
satisfaction in cultural and heritage tourism, with a specific focus on the historical
sites of Polonnaruwa in Sri Lanka. The study seeks to shed light on the potential of
AR as a practical and affordable solution in addressing the challenges of limited funds
for site reconstruction while aiming to enhance tourists' experiences. The research
objectives include examining the influence of AR on destination satisfaction,
investigating the mediating role of perceived value and immersive experience, and
exploring the relationship between immersive experience and perceived value. In
order to bridge this gap, the researcher employed a structured questionnaire and the
convenience sampling technique to survey 256 visitors to cultural and historical
destinations as part of a quantitative research approach using IBM SPSS Statistics 25
and Smart PLS 4. The results indicate a positive and significant relationship between
AR and destination satisfaction, suggesting that AR significantly impacts tourists'
overall satisfaction with historical and cultural sites. The researchers found that
perceived value and immersive experience mediate the relationship between AR and
destination satisfaction, emphasizing the importance of value perception derived
from the AR experience and shaping tourists' satisfaction. Moreover, a positive and
significant relationship between immersive experience and perceived value indicates
that the immersive aspects of the tourist experience positively contribute to the
perceived value of visiting cultural and heritage sites. The study recommends
utilizing AR technology to improve cultural and heritage tourism destination
satisfaction. Authorities should integrate AR experiences at historical sites and train
tourism professionals to use AR. Moreover, future researchers can explore the long-term effects of AR on tourist behavior and loyalty and influences on future visitation
and repeat visits. These discoveries have potential applications in improving the
tourist experiences at other Sri Lankan cultural and historical sites.