Developing a Framework for Augmented Reality Mobile Application Success and World Heritage Sites Sustainability

Abstract

The global competitiveness of the Malaysian tourism sector has been deteriorating recently.
The declining national trend has been reflected at the UNESCO World Historical Cities of
Melaka and Georgetown where tourism is on a decline. Paving the way of realising Tourism 4.0,
many cultural heritage sites are now integrating augmented reality technology into tourism
offerings to enrich tourist experience. However, AR mobile applications failed easily even though
the early adoption rate is high. With an aim to ensure a successful implementation of AR mobile
applications, factors affecting users’ intention to use the technology continuously should be
examined. Ideally, developing AR for tourism does not only aim to provide enhanced tourist
experience, the ultimate goal is to ensure the tourist destinations continue to be a preferred
choice among the travellers. This paper discusses the theoretical foundation for developing a
framework for AR mobile application success and world heritage sites sustainability. The
research objectives are threefold. Firstly, based on the Expectation-Confirmation Model, this
study envisions to examine the relationships among confirmation, perceived usefulness,
experiential satisfaction and continuance intention to use AR mobile application. Secondly, by
adapting the Unified Theory of Acceptance and Use of Technology 2, this study aims to examine
the determinants of tourists’ experiential satisfaction and continuance intention in using the AR
mobile application. Lastly, in the light of the Balance Theory, this study intents to examine the
relationships among tourists’ experiential satisfaction in using the AR mobile application,
attitude and behavioural intention toward the destination. An interview was conducted to gain
early insights of the research framework before a survey which will conducted after the Covid-19
pandemic when tourism sector resumes to normal. The early findings of the study are deliberated
in this paper.