Research On The Influence Of Tourism Experience And Authenticity On Tourists’ Behavioral Intention Of Cultural Heritage Protection Based On AR Technology

AR technology is increasingly used in the digital presentation of cultural heritage,enabling the scene reconstruction of cultural and tourism integration,becoming a new growth point.Previous studies have shown that the application of AR technology in the inheritance and protection of cultural heritage has broad prospects,but what kind of experience does this technology bring to tourists? And does the technology affect tourist behavior? These problems become the common concern of heritage tourism managers.In this study,the Confucius Temple scenic spot in Qufu was selected as the case,and tourists who had experienced AR glasses in the scenic spot were selected as the research objects.A total of 424 questionnaires were collected by combining online and offline methods.SPSS22.0 and AMOS24.0 statistical analysis software were used to test the relationship between variables by structural equation analysis method.The results show that: first,educational experience has a significant positive impact on the outcome awareness and responsibility of tourists in heritage sites;Secondly,objective authenticity has a significant positive impact on the result consciousness of tourists in heritage sites;Third,outcome awareness has a significant positive impact on tourists’ behavioral intention of heritage protection.Personal norms play a partial mediating role between outcome awareness and behavioral intention of heritage protection.At the same time,"responsibility attribution-personal norms" play a chain mediating role between outcome awareness and behavioral intention of heritage protection.Fourthly,the normative activation theory can be used to explain the formation mechanism of tourists’ behavioral intention for heritage protection.Based on the normative activation theory and the characteristics of AR technology and heritage tourism,this study introduced two pre-variables,namely tourism experience and authenticity,to expand the research scenario of normative activation theory,enrich the theoretical research on the factors influencing the behavioral intention of heritage protection,and provide references for better development of cultural heritage digital tourism.