Augmented reality (AR) has revolutionized the tourist experience, presenting an opportunity to generate meaningful engagement with unique culture and heritage. Despite the potential, a limited empirical inquiry has assessed the efficacy of AR for the creation of memorable heritage tourism experiences (MTEs). Consequently, this research aims to examine the efficacy of AR for enhancing the memorability of tourism experiences (MTE) at heritage sites, the such as Great Wall of China, using a smartphone app, equipped with four interrelated AR heritage tourism experiences, used by visitors. Applying one-group pre–post quasi-experimental design (n = 275), respondents’ MTEs were examined, compared and contrasted with and without the AR experience. Results demonstrate that virtual AR heritage tourism experiences enhance the MTE of a visit to the heritage tourism site, with differences in experience intensity found across the MTE parameters. Furthermore, this empirical research probed into impacts of AR experiences on the satisfaction and dissatisfaction of tourists visiting an outdoor heritage site, and it addressed MTE is a mediator of the relationship between tourist attitude to AR experience and behavioural intention. The paper contributes new understandings and insights to the on-going application and advancement of AR technology in a nature-based tourism context.

The application of augmented reality (AR) technology has revolutionized the memorable tourism experience (MTE) of travelers, while challenging traditional destination marketing practices. As AR technology emerges as a promising approach to enhancing tourists’ experiences in tourism destinations, it becomes increasingly crucial to delve into the specific mechanisms through which AR generates MTE. Therefore, this study integrated MTE into the various conceptual structures of the Technology Acceptance Model (TAM), aiming to explore the antecedents and consequences of MTE formation within the TAM framework. Additionally, the specific relationship between TAM and different degrees of MTE was also discussed. The results indicated that perceived usefulness (PU) and perceived ease of use (PEOU) of AR technology are antecedents for MTE formation. In the High-MTE group, both PU and PEOU had a significant effect on MTE, but in the Low-MTE group, only PEOU had a significant effect on MTE. At the same time, the attitude towards usage (ATU) and the behavioral intention (BI) of AR are two significant consequences of MTE, in which ATU also plays the role of mediator between MTE and BI. Specifically, in the high-MTE group, MTE has a significant positive effect on both the ATU and BI of AR, while the Low-MTE group influences BI only through the complete mediating effect of ATU. This study enriched the existing literature by exploring a new model of using AR to enhance MTE, providing significant implications for future tourism research and the sustainable development of tourist destinations.

Smartphone technology has the potential to change the nature of a tourists’ experience in a protected area. A smartphone running an augmented reality (AR) app may contribute to the protection of national parks while enhancing a visitor’s experience. This paper examined potential visitors’ to Potatso National Park, Shangri- La, China, their preferences for seven such AR experiences and the effect of visitors’ acceptance of technology on the perceived value of visiting the park. An online questionnaire (n = 323) identified results and provided insights for enhancement of national park experiences using AR.

This study examines Chinese outbound leisure travel motivation using a two-stage means-end chain (MEC) approach. In-depth interviews (n = 60) using a soft-laddering method followed by a hard-laddering survey (n = 600) with experienced Chinese outbound leisure travellers allowed culturally specific motivations for travel to be identified, based on 48 items at attribute, consequence and value levels. Six dominant MECs were identified. These findings provide a non-Western structure to the subtleties and salient dimensions of traveller motivation.

Tourists’ motivations are deeply rooted in the cultural values of the native country’s culture. This study examined Chinese outbound leisure tourists’ motivations and analysed their relationship to Chinese cultural values. These motivations were identified using means-end chain-based laddering interviews with 60 respondents from three major Chinese cities. Analysis identified 15 motivations at the values level which were grouped into three themes: self-enhancement, nurturing the soul, and harmony relationships. These cultural values influence how and why Chinese tourists travel overseas. This paper contributes to the tourism literature by establishing a set of cultural values based on the respondent’s own answers, and by relating tourists’ motivations and cultural values identified.

Urban street shadows can provide essential information for many applications, such as the assessment and protection of ecology and environment, livability evaluation, etc. In this research, we propose an effective and rapid method to quantify the diurnal and spatial changes of urban street shadows, by taking Beijing city as an example. In the method, we explore a novel way of transferring street characteristics to semantically segment street-level panoramic images of Beijing by using DeepLabv3+. Based on the segmentation results, the shading situation is further estimated by projecting the path of the sun in a day onto the semantically segmented fisheye photos and applying our firstly defined shading coverage index formula. Experimental results show that in several randomly selected sampling regions in Beijing, our method can successfully detect more than 83% of the shading changes compared to the ground truth. The results of this method contribute to the study of urban livability and the evaluation of human life comfort. The quantitative evaluation method of the shading coverage index proposed in this research has certain promotion significance and can be applied to shading-related research in other cities.