Khan, Asad Sarfaraz and Bibi, Maryam and Nadir, Farah and Khan, Azhar (2025) Analyzing the Impact of Virtual Reality (VR) and Augmented Reality (AR) Experience on Visitor Engagement: A Quantitative Study of Mediating and Moderation Enquiry. Journal of Business and Management Research, 4 (3). pp. 666-681.
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Abstract
The aim of the study is to develop a model and to investigate the factors influencing visitor engagement in immersive technologies in the cultural heritage institutions in the province of KPK, Pakistan. Using the Technology Acceptance Model (TAM), to understand the relationships between immersive technologies, perceived educational value, visitor demographics, and visitor engagement, this study seeks to explore this huge gap in the literature. A cross sectional survey design was used to capture information from cultural site visitors. The results indicate a great influence of immersive technologies on visitors’ engagement, and that perceived educational value plays a role of a salient mediator. The study has broad implications. Theoretically, it confirms and enriches TAM in a cultural setting and underscores the significance of culture on technology acceptance. Theoretically, the study leads to actionable recommendations for cultural institutions seeking to strategically introduce immersive technologies and to improve visitor experience and engagement through targeted marketing in general. Some social ramification of this technology is the ability for immersive technology to develop appreciation towards cultural heritage and increase accessibility of learning. Future research should conduct empirical testing of the model in various cultural settings in order to validate the generalizations. Furthermore, the use of other theoretical approaches (e.g., Diffusion of Innovations) may contribute to ideas of the acceptance of technology. Doctoral students are encouraged to broaden their model by adding variables (e.g., affective engagement and social influence) to reflect more fully the visitor experience. Further, longitudinal studies might reveal how visitor participation changes over time as technology and human practices change. Together, this study provides a foundation for future attention to cultural heritage and technology, while inspiring greater understanding and participation.
| Item Type: | Journal |
|---|---|
| Uncontrolled Keywords: | Visitor engagement, perceived educational value, visitor demographics, age, technology familiarity, virtual reality (VR), augmented reality (AR), Technology Acceptance Model |
| Divisions: | School of Graduate Studies |
| Depositing User: | Muhamad Aizat Nazmi Mohd Nor Hamin |
| Date Deposited: | 28 Aug 2026 01:07 |
| Last Modified: | 28 Aug 2026 01:07 |
| URI: | http://ur.aeu.edu.my/id/eprint/1526 |
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