The use of information boards tends to be regulated in many heritage sites to preserve these cultural heritage places. Although augmented reality (AR) has become a major approach for reducing negative experiences due to restrictions, limited studies have been conducted to understand the effect of AR experiential value on destination-related behavior. Accordingly, the current work aims to investigate how the multidimensional components of AR experiential value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive behavior through AR satisfaction and experiential authenticity. Partial least squares structural equation modeling is performed to test the relationships. Results show that visual appeal, entertainment, and enjoyment exert significant positive effects on destination authenticity and AR satisfaction, ultimately increasing the supportive behavior of an individual. By contrast, escapism does not exhibit a substantial influence on experiential authenticity and AR satisfaction. These findings help practitioners and researchers create competitive advantages for destinations and improve tourist–destination relationships.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.