The effects of augmented reality applications on perceived value, satisfaction, and behavioral intention: The case of Eskişehir Sazova Science, art and Culture Park

This study aims to examine the effects of augmented reality (AR) technology on perceived value, visitor satisfaction, and behavioral intention in theme park experiences. The research was conducted at the Fairy Tale Castle located in Eskişehir Sazova Science, Art and Culture Park. As part of the study, an AR application was developed to enhance the Fairy Tale Castle experience for visitors. Data were collected through both quantitative (surveys) and qualitative (semi-structured interviews) methods, following the visitor experience. Quantitative findings revealed that the AR experience had a limited effect particularly on perceived value and did not create significant differences in terms of satisfaction and behavioural intention. However, qualitative data indicated that the experience enhanced memorability, attracted visitor interest, and enriched the theme park experience through technology-assisted storytelling. Nevertheless, factors such as the technological competence of the visitor profile, the depth of content, and the control group's strong traditional experience emerged as limitations affecting the impact of the AR application. In conclusion, the findings suggest that augmented reality must be strategically designed within tourism experiences. Technology alone is not sufficient; content quality, audience alignment, and holistic experience design are emphasized as essential components. Accordingly, recommendations are offered for more effective use of AR applications in cultural and educational destinations such as theme parks.