Exploring the technological experience and impact assessment of Augmented Reality in outdoor cultural heritage guided tours: A case study of the Chiayi Sawmill
Yi-Chun Li, Wen-Huei Chou, Yen-Liang Wu · Entertainment Computing · 2025
This study explores the application of Augmented Reality (AR) in enhancing navigation and visitor engagement at the Chiayi Sawmill in Taiwan. Using the Extended Technology Acceptance Model (ETAM), which integrates TAM2 and UTAUT, the study assesses user acceptance and factors influencing AR navigation adoption in outdoor cultural heritage sites. Data were collected from 80 visitors using AR-guided tours. Results indicate that perceived playfulness strongly affects behavioral intention, while perceived usefulness influences user attitudes, showing that visitors value both the informative content and the interactive experience. A positive user experience was found to enhance perceived ease of use, which in turn promotes acceptance of the AR system. However, the study also reveals that enjoyment of the AR content is more dependent on the system’s design than on the user’s prior experience. The findings validate the ETAM in outdoor heritage navigation, offering practical insights for AR application in cultural heritage, emphasizing the importance of optimizing user experience, system design, and playfulness to increase visitor satisfaction and engagement. This study contributes to extending AR research from indoor settings to outdoor cultural sites and provides a reference for future AR navigation design in cultural heritage settings.