Factors influencing visitors' use of augmented reality technology in museum guided tours.

ABSTRACT: The emergence of Augmented Reality (AR) technology has provided innovative ideas for museum tourism services, creating a unique tour experience for visitors. However, there is little research known for the user's behavior of using AR technology in the context of interactive museum guided tour services. This study aimed to explore the factors that drive tourists to use AR guided tours in museums. Based on the Stimuli-Organism-Response framework and the Information System Success Model, this study attempted to construct a model of visitor acceptance of AR guided museum tour for explaining and predicting visitors' behaviors of AR guided museum tours. Structural equation modeling was used in this study to analyze the data from 324 survey questionnaires. The results showed that individuation an

SUBMITTER: He Y 

PROVIDER: S-EPMC12503337 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature