Augmented Reality Navigation to Enhance Heritage Tourism Experiences at Archaeological Sites

Thesis Abstract

The rapid advancement of digital technologies has transformed the landscape of heritage tourism, yet many archaeological sites lack immersive and interactive tools that adequately engage visitors while facilitating effective navigation. This study addresses the challenge of enhancing visitor experience and site interpretation through augmented reality (AR) navigation systems, aiming to develop and evaluate an AR-based solution tailored for archaeological sites to improve visitor engagement, learning outcomes, and navigational ease. The primary objectives include designing an AR navigation framework integrated with Geographic Information Systems (GIS), assessing the influence of AR on tourists' experiential satisfaction, and identifying key usability factors that impact the adoption of AR navigation tools in heritage contexts. The research adopts a mixed-methods approach, combining quantitative surveys with qualitative interviews to provide a comprehensive understanding of user perceptions and behavioural intentions. The target population comprises approximately 1,200 visitors to a prominent archaeological site in Europe, from which a stratified random sample of 200 tourists was selected to participate in the quantitative component. Data collection instruments consisted of a structured questionnaire measured on a five-point Likert scale, designed to assess variables such as perceived usability, experiential satisfaction, learning enhancement, and purchase intention. The qualitative data were collected through semi-structured interviews with 15 site guides, architects, and technology specialists involved in AR implementation. Validity and reliability of the instruments were established through pilot testing, Cronbach’s alpha (above 0.85), and expert validation. Data analysis involved descriptive statistics, multiple regression analysis to test hypothesized relationships based on the Technology Acceptance Model (TAM) and Diffusion of Innovations theory, and thematic analysis for qualitative insights. Expected findings suggest that the implementation of AR navigation significantly improves visitor experience by increasing perceived ease of use, enhancing educational value, and fostering emotional engagement with heritage artifacts. Statistical analysis through multiple regression is anticipated to demonstrate that perceived usefulness and ease of use are strong predictors of visitors’ behavioural intentions to adopt the AR system, with qualitative findings elaborating on factors influencing usability and acceptance, such as contextual appropriateness and device ergonomics. Additionally, the study expects to identify barriers to AR adoption, including technological unfamiliarity and infrastructural constraints, which are crucial for strategic planning and design optimization. This research makes a substantial contribution to the field of heritage tourism by providing empirical evidence on the effectiveness of AR navigation systems in archaeological settings. It integrates theoretical insights from the TAM and Rogers’ Diffusion of Innovations theories, extending their applicability to heritage contexts by proposing an integrated conceptual model tailored for archaeological site interpretation and visitor flow management. The findings offer practical guidelines for heritage managers, technologists, and policymakers aiming to enhance visitor engagement through innovative ICT solutions, emphasizing usability, contextual relevance, and user-centered design principles. In conclusion, the study affirms that AR navigation has the potential to revolutionize heritage tourism experiences by making archaeological sites more accessible, educational, and engaging. It recommends the adoption of user-friendly, context-sensitive AR applications complemented by continuous visitor feedback mechanisms. Additionally, the research advocates further studies into scalable AR implementations across diverse heritage sites, exploring long-term impacts on tourism sustainability and cultural preservation. Overall, the findings advocate for strategic integration of augmented reality technologies to foster more immersive, informative, and sustainable heritage tourism practices globally.