Exploring the key factors influencing tourists’ intention to use mobile AR educational applications from the perspective of structural equation modeling

The current development of cultural heritage, tourism, and education shows an increasing trend of integration, with technological innovation accelerating this fusion. Mobile augmented reality (MAR) technology, due to its widespread accessibility and mobility, has broad application and development prospects. The application of this emerging technology in cultural heritage tourism needs to be given more attention. However, MAR technology remains relatively new to the general tourist, and its widespread acceptance and adoption still require further effort. Therefore, it is crucial to investigate the factors influencing tourists’ acceptance and use of MAR educational applications. This research constructs an integrative theoretical framework that synthesizes the technology acceptance model with diffusion of innovations theory to explore this issue more comprehensively. A total of 373 survey questionnaires were collected from visitors who used the GY-MAR application to visit the Ancient Kilns of China, and the data was analyzed using SPSS and SMARTPLS. The findings revealed that: (1) Trust, information quality, and enjoyment positively affect tourists’ perceived usability and ease of use of MAR educational applications. (2) Facilitating conditions positively impact tourists’ perceived ease of use. (3) Perceived usability and ease of use significantly influence tourists’ attitudes toward MAR educational applications, thereby promoting their intention to use them. (4) Perceived usability significantly influences tourists’ perceived relative advantage, thereby fostering their intention to use. This study holds theoretical and practical significance for the future design, development, and promotion of mobile augmented reality technology in cultural heritage tourism.