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Assessing the impact of full-fledged location-based augmented reality games on tourism destination visits

ABSTRACT Location-based augmented reality (AR) games have the potential to transform tourism marketing, yet their proliferation in the tourism sector is limited. On the other hand, full-fledged location-based AR games appeal to users, who readily adopt and use them. Although they are not developed to enhance tourist experience, these games facilitate the acquisition of knowledge related to points of interest in urban areas, and their use may entice visitors. This study empirically assesses the impact of full-fledged location-based AR games use on intentions to visit tourism destination, the role of knowledge acquired during the gameplay and factors driving these games adoption. The results of Structural Equation Model (SEM), based on a sample of 461 AR game users, confirm that game usage positively affects visit intentions. Our study reveals that knowledge acquired during gameplay has a statistically significant impact on intentions to visit. Intrinsic and extrinsic motivations have positive effects on knowledge acquisition, but only hedonic motivation affects users’ intentions to use AR games.