The Effect of Augmented Reality Mobile Application on Visitor Impact Mediated by Rational Hedonism: Evidence from Subak Museum

—This study expands our comprehension of museum visitor impact within a system quality, information quality, and augmented reality (AR) media content quality on mobile applications. Museums meet new defiance of escalating expectancies of their visitors. As a result of the universal mobile phone tool, AR has arisen as the latest technology offered to the museum to increase its visitors. These expectancies are fostered by the improvement of modern technologies like AR on the mobile app. Across an online survey of 241 visitors, the study determines the constructs affecting visitor impact within museum' mobile apps and the consequential results of AR-linked visitor impact. The study proposes a recent set of AR features, explicitly, system quality, information system, and AR media content quality, and establishes their influence on rational hedonism and satisfaction experienced, thus enhancing visitor impact. The findings also show that the rational hedonism and satisfaction experienced are positioned as full mediators for the relationship between system quality & information quality and visitor impact. In contrast, these mediators partially influence the indirect relationship between AR media content quality and visitor impact. Moreover, the results affirm that AR media content quality within the mobile application is the most critical construct to directly enhance visitor impact, whereas the system quality and information quality have no influence yet. From a practical point of view, the importance of AR technology for the museum can support entice new visitors to museums and improve to make more incomes