Visiting museums via augmented reality: an experience fast-tracking the digital transformation of the tourism industry

Purpose Augmented reality (AR) is an emergent technology that has been impacting and beneficial to various industries. This is especially the case in the tourism industry since the COVID-19 crisis. To enable and enhance the museum experience, AR technology can be used as a tool to manage visitors' experiences and adapt to the digital transformation of industries. This research work aims to explore the acceptance of museum visitors for the adoption of this technology. For this purpose, the technology acceptance model (TAM) is used as the research lens. Design/methodology/approach The authors collected 316 responses from a survey handed out to prior visitors of immersive exhibitions shown via AR at the Atelier des Lumières in Paris and analyzed them through a structural equation model approach. Findings The study’s findings explain the behavior of visitors when attending immersive exhibitions according to the TAM and highlight two new constructs that need to be considered when using the TAM with AR technology: user satisfaction and social mimetism. Originality/value The study’s findings support that implementing AR technology in the museum industry provides great opportunities for the tourism industry to recover from the economic crisis that followed from the COVID-19 health crisis. The authors identified new thriving concepts in the 21st century with the rise of social media, such as social mimetism, that propels visitors to have a positive attitude and intention to attend immersive exhibitions.