Citation

Tan, Gek Siang (2026) Domestic tourists' experiential satisfaction with AR-based and destination-based behavioral intention. PhD thesis, Multimedia University.

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Abstract

Cultural heritage tourism constitutes an important segment of Malaysia’s tourism industry, particularly in the UNESCO World Heritage Cities of George Town and Melaka. These destinations face challenges associated with overcrowding, environmental degradation, regional competition, and the need to sustain meaningful tourist engagement. In line with Malaysia’s Tourism 4.0 agenda, mobile augmented reality (AR) apps have emerged as innovative digital tools to enhance heritage interpretation and enrich visitor experiences. However, limited understanding remains regarding tourists’ post-adoption evaluations of mobile AR apps and how these evaluations influence destination-related outcomes. This study integrates the Expectation-Confirmation Model (ECM), relevant constructs from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and Balance Theory to examine tourists’ experiential satisfaction, continuance intention to use mobile AR apps, attitudes and behavioural intentions towards cultural heritage destinations. Data were collected through an online survey involving 450 domestic tourists who had visited George Town or Melaka and interacted with the developed mobile AR app. The proposed relationships were analysed using partial least squares structural equation modelling (PLS-SEM). The findings demonstrate that confirmation and key technology acceptance factors significantly influenced tourists' post-adoption behaviour, with experiential satisfaction emerging as the central mechanism linking technology-related evaluations to continued application use and destination-related behavioural outcomes. In addition, the unexpected findings relating to perceived usefulness and effort expectancy provide further insights into tourists' post-adoption behaviour towards mobile AR apps. The study contributes theoretically by demonstrating that the complementary integration of ECM, UTAUT2, and Balance Theory provides a more comprehensive understanding of tourists' post-adoption behaviour, with experiential satisfaction serving as the bridge between technology evaluation and destination-related behavioural outcomes. Practically, the findings provide guidance for AR developers and destination managers in designing meaningful digital experiences that encourage continued application use and foster positive visitor responses toward cultural heritage destinations.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: QA76.9.A94 T36 2026
Uncontrolled Keywords:	Augmented reality
Subjects:	Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	05 Nov 2026 04:49
Last Modified:	05 Nov 2026 04:49
URII:	http://shdl.mmu.edu.my/id/eprint/17067

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