Chapter 6: Exploring the Impact of Augmented Reality Marketing on Destination Visit Intentions: A Stimulus–Organism–Response Framework Analysis

With increasing digitalisation, museums are adopting technologies such as AR to enhance visitor experiences and remain competitive in a complex tourism landscape. Although AR has been extensively used in retail, its application in museum marketing remains underexplored. This study investigates the effectiveness of AR as a tool to drive destination visit intentions, focusing on its impact on engagement, enjoyment and attitudes. Using the Stimulus–Organism–Response (SOR) framework, it examines how AR affordances: vividness, and immersion stimulate engagement and enjoyment, which subsequently influence attitudes towards AR and visit intentions. To test these relationships, a WebAR marketing experience featuring a dinosaur was developed to promote a museum exhibit. Results from 315 participants show that both vividness and immersion significantly enhance engagement and enjoyment, with enjoyment exerting a stronger influence on attitudes than engagement. Additionally, a reciprocal relationship between engagement and enjoyment was identified, indicating a reinforcing cycle of user interest. Positive attitudes towards AR were found to significantly increase destination visit intentions, underscoring the potential of AR to drive real-world visitation. This study contributes to AR and cultural marketing literature by elucidating the psychological mechanisms through which AR marketing shapes visitor behaviour. Practically, it offers museums actionable insights on leveraging AR affordances to foster emotional connections and increase attendance through enjoyable and engaging digital experiences.