The Impact of Augmented Reality Experiences on Traveler Engagement, Satisfaction, and Intent to Visit

⁠putu ayu aryasih; I Nyoman Sunarta

Authors

⁠putu ayu aryasih Bali Tourism Polytechnic, Indonesia Author
I Nyoman Sunarta Udayana University, Indonesia, Indonesia Author

Keywords:

Augmented Reality, tourist engagement, satisfaction, intention to visit, SEM-AMOS

Abstract

This study analyzes the impact of Augmented Reality (AR) experiences on tourist engagement, satisfaction, and intention to visit using an integrated causal model in Thailand-Indonesia cultural destinations. The PRISMA Systematic Literature Review (SLR) from Scopus (47 studies) was combined with empirical validation through the TAM/UTAUT2 questionnaire (n=250 respondents of ISIC RMUTK Thailand). The SEM-AMOS analysis tested 5 Research Questions with superior goodness-of-fit (CFI=0.96, RMSEA=0.05). AR interactivity predicted engagement (β=0.693, p<0.001), which mediated satisfaction (R²=0.563) and intent to visit (a total effect of 89.4% variation). The complete model is 79.5% superior to the previous partial study (Putri et al., 2025). The dominance of engagement as a mediator and the accessibility gap (10.6%) underscore the urgency of a digital-conventional hybrid framework for optimal tourism ROI (Sari & Pratama, 2024). The AR design framework is recommended for destination managers, potentially increasing visitor intent by up to 75% through QR-code integration and digital literacy. This study enriches the Technology Acceptance Model with a specific tourism dimension, providing a standard SEM methodology for future AR studies

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