The Augmented Reality Effect on Destination Satisfaction Towards Revolutionizing Heritage Tourism in Sri Lanka

Abstract

This study explores the impact of augmented reality (AR) on tourist destination satisfaction (DS) in Sri Lanka's heritage tourism, focusing on historical sites in Polonnaruwa. The research aims to improve the visitor experience and address inadequate funding for site rebuild, focusing on the mediating role of immersive experience and perceived value. Furthermore, the researcher surveyed 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 show that AR and DS are significantly and positively related, with perceived value and immersive experience as mediators. According to the study, historical landmarks should include AR technology, and tourist staff members should get AR training. Moreover, future studies could investigate the long-term impacts of AR on visitors' attitudes, loyalty, and behaviour, as well as the cultural characteristics that influence how AR perceives heritage tourism.