The Effect of Perceived Usefulness of Augmented Reality Applications on The Enjoyment of The Museum Visitor Experience: A Serial Mediation Analysis

With the progress of technological developments in all areas, digital applications have started to be used more and more in cultural heritage areas in order to improve the visitor experience. For this reason, the effect of augmented reality applications on the museum visitors' experiences has started to be of interest to researchers. However, there is limited information in the literature about the variables through which the effect of augmented reality applications on the visitor experience occurs. Augmented reality stands out as an innovative tool designed to enrich visitors' interactions with historical sites and present cultural heritage in a more engaging way. This study conducts field research to how the perceived advantages of AR applications contribute to the perception of enjoyment during museum visits. Although various studies have examined the role of AR in historical places, a comprehensive and integrated analysis of this topic is still lacking. This research aims to address this gap by providing insights into how AR applications can improve the visitor experience, providing practical recommendations for museum and heritage site managers to optimize the use of these technologies. Specifically, the study explores the sequential mediation role of emotional engagement and technology use in the relationship between the perceived usefulness of AR applications and the enjoyment derived from museum visits. The study sample includes 437 people who visited museums in Istanbul. The findings show that the perceived usefulness of augmented reality applications has a significant and positive effect on the enjoyment of the museum visitor experience. Emotional experience and the use of technology play a partial mediating role in this relationship. As a result, as the perceived benefit of augmented reality applications increases, the fun of the museum visitor experience has directly increased. This effect is partly due to emotional experience and the use of technology.