Short answer

Focus on creating AR/VR experiences that are not only technically impressive but also demonstrably useful, easy to navigate, and satisfying to ensure repeat visitation and support sustainable tourism.

Field: Innovation & Markets
Source: Buildings (2025)
Method: Quantitative survey research integrated with structural equation modeling (SEM).
Sample: 434 participants
Evidence: Strong effect

By confirming user expectations and offering perceived usefulness, ease of use, and engaging experiential attributes, immersive technologies can drive repeat engagement with cultural heritage sites. This innovation & markets research insight is drawn from a 2025 study published in Buildings. Using Quantitative survey research integrated with structural equation modeling (sem). with 434 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on creating AR/VR experiences that are not only technically impressive but also demonstrably useful, easy to navigate, and satisfying to ensure repeat visitation and support sustainable tourism.

Study

Innovation & MarketsNew This WeekStrong effect

AR/VR applications in heritage sites boost visitor loyalty through enhanced experience and perceived value.

By confirming user expectations and offering perceived usefulness, ease of use, and engaging experiential attributes, immersive technologies can drive repeat engagement with cultural heritage sites.

Buildings · 2025

Key Findings

01Perceived usefulness, perceived ease of use, satisfaction, and confirmation directly influence continuance intention.
02Visual appeal, entertainment, enjoyment, and interactivity indirectly influence continuance intention through mediating mechanisms.

Application

Design takeaway

How to apply

When designing AR/VR applications for cultural sites, ensure the core functionality is intuitive and clearly beneficial to the user, while also incorporating visually appealing and interactive elements that create memorable experiences.

Project actions

01Consider how your design can meet user expectations and provide tangible benefits.
02Think about how to make your design engaging and enjoyable to encourage repeat use.

Method & Evidence

AimWhat are the key determinants of tourists' intention to continue using AR and VR applications in built heritage spaces, and how do these factors contribute to sustainable tourism practices?

MethodQuantitative survey research integrated with structural equation modeling (SEM).

ProcedureA theoretical model was proposed by integrating the Expectation Confirmation Model (ECM) with the experiential attributes of AR/VR-enabled heritage applications. Data was collected from tourists at the Terracotta Warriors Museum, and structural equation modeling was used to analyze the relationships between perceived usefulness, perceived ease of use, satisfaction, confirmation, visual appeal, entertainment, enjoyment, interactivity, and continuance intention.

Sample434 participants

ContextBuilt heritage spaces, specifically cultural heritage tourism at the Terracotta Warriors Museum.

Variables

IV["Perceived usefulness","Perceived ease of use","Satisfaction","Confirmation","Visual appeal","Entertainment","Enjoyment","Interactivity"]

DV["Continuance intention"]

CV["Location (Terracotta Warriors Museum)","Type of technology (AR/VR applications)","Heritage context"]

Strengths & Limitations

Strengths

+Integrates established theoretical models (ECM) with specific technological attributes.
+Provides empirical evidence from a significant non-Western heritage site.
+Uses robust statistical analysis (SEM).

Limitations

The sample size might be limited to a specific demographic or tourist type at the site. The study relies on self-reported intentions, which may not perfectly predict actual behavior.

Reliability & validity

The study uses structural equation modeling (SEM), a robust statistical technique, to assess the relationships between variables, suggesting good internal validity. The large sample size from a real-world setting enhances external validity. Reliability would be assessed through measures like Cronbach's alpha for the survey scales.

Think critically

How might the cultural context of a heritage site influence the effectiveness of AR/VR applications and the factors driving user continuance intention?

Design Principles

"The perceived value and experiential richness of immersive technologies directly and indirectly influence user continuance intention, driving repeat engagement and supporting sustainable practices."

This research highlights how AR and VR can be strategically employed not just for initial engagement but for fostering long-term visitor interest and loyalty. Understanding the factors that lead to continued use is crucial for developing sustainable tourism models that balance visitor experience with heritage preservation.

What This Means for Your Design

If you make an AR/VR experience for a museum that is easy to use, helpful, and fun, people will want to use it again, which helps the museum stay popular and sustainable.

How to use in your project

1.Use this research to justify the importance of user satisfaction and perceived value in your design choices for AR/VR applications.
2.Cite this study when discussing how user experience influences long-term engagement and the success of innovative technologies.

Add to My Project

Quick Cite

Paragraph starter

This study by Lu et al. (2025) demonstrates that the success of immersive technologies like AR and VR in heritage spaces hinges on confirming user expectations and delivering perceived value. Factors such as perceived usefulness, ease of use, and overall satisfaction directly drive continuance intention, while engaging elements like visual appeal and interactivity indirectly contribute. This highlights the need for designers to prioritize both functional benefits and experiential richness to foster long-term user engagement and support sustainable tourism initiatives.

Source

Buildings

Immersive Technologies in Built Heritage Spaces: Understanding Tourists’ Continuance Intention Toward Sustainable AR and VR Applications at the Terracotta Warriors Museum

journal · 2025

View source

Questions About This Research

What does the research say about ar/vr applications in heritage sites boost visitor loyalty through enhanced experience and perceived value?: Focus on creating AR/VR experiences that are not only technically impressive but also demonstrably useful, easy to navigate, and satisfying to ensure repeat visitation and support sustainable tourism. Evidence: Buildings (2025).
Why does "AR/VR applications in heritage sites boost visitor loyalty through enhanced experience and perceived value." matter for design?: This research highlights how AR and VR can be strategically employed not just for initial engagement but for fostering long-term visitor interest and loyalty. Understanding the factors that lead to continued use is crucial for developing sustainable tourism models that balance visitor experience with heritage preservation.
How can designers apply this research?: Focus on creating AR/VR experiences that are not only technically impressive but also demonstrably useful, easy to navigate, and satisfying to ensure repeat visitation and support sustainable tourism.
What were the main findings?: Perceived usefulness, perceived ease of use, satisfaction, and confirmation directly influence continuance intention.. Visual appeal, entertainment, enjoyment, and interactivity indirectly influence continuance intention through mediating mechanisms.
What research method was used?: Quantitative survey research integrated with structural equation modeling (SEM). with 434 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from Buildings.
What should I do differently in my next project?: When designing AR/VR applications for cultural sites, ensure the core functionality is intuitive and clearly beneficial to the user, while also incorporating visually appealing and interactive elements that create memorable experiences.
What are the limitations?: Findings are specific to the Terracotta Warriors Museum and may not generalize to all heritage sites or cultural contexts. The study focuses on post-adoption intentions, not actual repeat behavior.