AN ANALYSIS OF TOURIST EXPERIENCE AND BEHAVIOR INTENTION OF THE AUGMENTED REALITY TOURISM OF MOGAO CAVES IN CHINA

Abstract

This study aims to enhance theoretical research on how AR tourism influences tourist behavioral intentions, specifically the examining factors impacting tourist travel experiences and intentions at the Mogao Caves. It provides an overview and detailed analysis of variables including stimulating factors, tourist experiences, and behavioral intentions. Through a questionnaire survey, empirical analysis was conducted on 400 tourists who had experienced AR tourism in Mogao Caves. The sample demographics show a balanced gender distribution, with men accounting for 49.75% and women for 50.25%. The largest age group was 26-35 years old. PLS analysis was used to investigate the relationships between AR tourism experience and behavioral intentions, while also analyzing the structural model and the mediating effects among variables. The results indicate that in AR tourism, content quality, system quality, and interactive quality positively influence tourist experiences. AR tourism experiences significantly affect behavioral intentions. It was particularly surprising that the impact of tourist experiences on behavioral intentions exceeded expectations, underscoring its significance in AR tourism. This finding highlights the potential of AR technology in enhancing tourist experiences. The research advances digital cultural heritage tourism and supports sustainable development in Dunhuang tourism while preserving cultural heritage.

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