Understanding Tourists’ Continuance Intention toward AR and VR-based Sustainable Tourism Innovations: An Empirical Study from the Terracotta Warriors Museum

Amid the growing emphasis on sustainable tourism, augmented reality (AR) and virtual reality (VR) technologies have emerged as promising innovations to enhance tourist experiences. However, prior research has predominantly focused on the pre-adoption stage or the technological attributes of AR/VR, while empirical investigations into tourists’ continuance intention in the post-adoption phase remain limited. To address this gap, this study integrates the Expectation Confirmation Model (ECM) with the distinctive characteristics of AR/VR-based sustainable tourism innovations, and develops a hybrid research model to identify the key determinants influencing tourists’ continuance intention. A questionnaire survey was conducted using convenience sampling at the Terracotta Warriors Museum, considering the high and steady tourist flow of the site. Structural Equation Modeling (SEM) was employed to analyze the data. The results reveal that perceived usefulness, perceived ease of use, and confirmation significantly and directly affect both tourist satisfaction and continuance intention. Furthermore, interactivity and involvement indirectly influence continuance intention through the mediating roles of perceived usefulness and satisfaction. This study contributes to the theoretical foundation for applying sustainable tourism innovations in heritage sites and offers empirical insights and practical recommendations for AR/VR developers, destination managers, and policymakers aiming to promote sustainable tourism practices.