Travelers’ Continuance Intention to Use Mobile Augmented Reality App in UNESCO World Heritage Sites: An Integrated Model of ECM and UTAUT

Gek-Siang Tan (), Zauwiyah Ahmad and Kamarulzaman Ab. Aziz
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Gek-Siang Tan: Faculty of Business, Multimedia University, Melaka 75450, Malaysia
Zauwiyah Ahmad: Faculty of Business, Multimedia University, Melaka 75450, Malaysia
Kamarulzaman Ab. Aziz: Faculty of Business, Multimedia University, Melaka 75450, Malaysia

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-20

Abstract: Cultural heritage tourism is a vital part of Malaysia’s tourism sector, attracting visitors to iconic UNESCO sites like George Town and Melaka. However, these heritage sites face growing challenges from overcrowding and environmental degradation, which accelerate the deterioration of historic architecture and cultural artifacts. Preservation efforts often require site closures, which negatively impact tourist experiences and satisfaction. Thus, augmented reality (AR) offers a solution by supporting heritage management and preservation, allowing visitors to engage with virtual representations via mobile AR apps, thereby enhancing visitor engagement and travel experience. Despite global adoption, mobile AR apps often suffer from low user retention, with many users abandoning them shortly after downloading them. Understanding what drives continued usage is crucial for successful AR implementation. This study integrates the expectation confirmation model (ECM) and the unified theory of acceptance and use of technology 2 (UTAUT2) to examine the determinants affecting user’s experiential satisfaction and continued usage intention of mobile AR apps. An online survey of 450 domestic tourists in George Town and Melaka was conducted. Data analysis using structural equation modeling with SmartPLS 4.0 revealed that the integrated model offers a stronger predictive power and significantly outperforms ECM and UTAUT2 individually. The findings contribute valuable insights for researchers, app developers, tourism stakeholders, and policymakers.

Keywords: augmented reality; mobile app; expectation confirmation model; unified theory of acceptance and use of technology 2; experiential satisfaction; continuance intention to use; cultural heritage tourism (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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