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The global competitiveness of the Malaysian tourism sector has been deteriorating recently The declining national trend has been reflected at the UNESCO World Historical Cities of Melaka and Georgetown where tourism is on a decline Paving the way of realising Tourism 4 0, many cultural heritage sites are now integrating augmented reality technology into tourism offerings to enrich tourist experience However, AR mobile applications failed easily even though the early adoption rate is high With an aim to ensure a successful implementation of AR mobile applications, factors affecting users’ intention to use the technology continuously should be examined Ideally, developing AR for tourism does not only aim to provide enhanced tourist experience, the ultimate goal is to ensure the tourist destinations continue to be a preferred choice among the travellers This paper discusses the theoretical foundation for developing a framework for AR mobile application success and world heritage sites sustainability The research objectives are threefold Firstly, based on the Expectation-Confirmation Model, this study envisions to examine the relationships among confirmation, perceived usefulness, experiential satisfaction and continuance intention to use AR mobile application Secondly, by adapting the Unified Theory of Acceptance and Use of Technology 2, this study aims to examine the determinants of tourists’ experiential satisfaction and continuance intention in using the AR mobile application Lastly, in the light of the Balance Theory, this study intents to examine the relationships among tourists’ experiential satisfaction in using the AR mobile application, attitude and behavioural intention toward the destination An interview was conducted to gain early insights of the research framework before a survey which will conducted after the Covid-19 pandemic when tourism sector resumes to normal The early findings of the study are deliberated in this paper © 2020 SERSC
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