Augmented reality as a tool for improving perception of authenticity of the built heritage site

Purpose The present study focuses on analysing the impact of augmented reality (AR) on enhancing the perception of the “Authenticity of Heritage Sites” in an off-site condition. It also aims to assess participants’ satisfaction with a smartphone AR application experience of heritage sites. Design/methodology/approach Through a literature review, the paper outlines the perception of spaces in light of digital technologies and the state of art of augmented reality (AR) applications. It then identifies criteria and indicators for assessing the “Perception of Authenticity of the Attraction Site” in AR experiences. The authors proceed with a practical implementation in two stages. The first stage involved digitally reconstructing the remains of the Sassanid Palace of Khosroes in Ctesiphon-Iraq, which dates back to the 3rd to 6th centuries AD. This reconstruction aimed to restore the lost parts of the building, and then design a proposed smartphone application for augmented reality of this heritage site. In the second stage, the application was tested through an off-site video presentation to a selected sample of participants, to simulate the application. Followed by data collection using a questionnaire. Findings The results revealed high percentages of positive indicators, indicating the effectiveness of augmented reality (AR) in enhancing the perception of authenticity of the heritage site. Furthermore, participants expressed positive satisfaction with the AR application simulation video and advocated for the integration of new technologies in heritage experiences. Research limitations/implications The study used a video presentation to simulate the proposed augmented reality application. Although this experiment defines the research benefit in the condition of pre-visit to heritage sites, the importance of the study lies in presenting the public’s interaction with these applications in Iraq as an example for Middle Eastern countries. Consequently, it is relevant to studies interested in heritage in this region, and to those comparing the conditions and results of this study with other areas in the world. Additionally, it points at the necessity for heritage managers to focus on integrating modern interactive technology applications to enhance public engagement and understanding of heritage sites. Practical implications The paper gave positive results regarding the use of augmented reality technology in heritage places and results regarding satisfaction with using the application. Social implications Providing the public’s interaction with these applications in Iraq as an example of the Middle East countries. Consequently, understanding the heritage and calling for preservation, it is related to studies concerned with heritage in this region, in addition, the need to focus on heritage managers on integrating modern interactive technology applications to enhance general participation. Originality/value The paper establishes its originality by addressing the limited use of augmented reality applications in Iraq, a country in the Middle East. It highlights the audience’s recognition and endorsement of these applications. The paper examines the role of this interactive technology in raising public awareness in the region about the significance of built heritage and enhancing understanding of its authenticity. Additionally, it underscores the importance of a neglected built heritage site: the Sassanid palace in Ctesiphon. The paper highlights its considerable global tourism potential if properly considered by relevant authorities.