Augmented Reality (AR) has emerged as a game-changing technological force capable of propelling destination marketing into a more sustainable and economically vibrant future. While traditionally confined to high-end specialist applications, the rapid convergence of mobile web browsers and high-speed networks has given rise to Web-Based Augmented Reality (Web AR)—a frictionless, app-free digital paradigm where computer-generated 3D objects are overlaid directly onto physical environments through a simple smartphone camera tap.

In this landmark empirical study published in Sustainability (MDPI, 2025), Dr. Alaa Aggag and Professor Wael Kortam address critical knowledge gaps in destination marketing effectiveness. By developing an integrated conceptual model combining the Stimulus-Organism-Response (SOR) framework, the Technology Acceptance Model (TAM), and Flow Theory, the research investigates how Web AR technological attributes (Interactivity and Vividness) shape tourists' internal cognitive and affective states (Ease of Use, Usefulness, Certainty, Enjoyment, and Immersion), ultimately driving their intention to visit a specific tourism destination.

The Conceptual Framework: Fusing SOR, TAM, and Flow Theory

Traditional destination marketing relies heavily on static photos or linear promotional videos, which often leave prospective travelers with lingering decision uncertainty and pre-trip anxiety. The research team conceptualized Web AR as a powerful pre-booking "dreaming stage" intervention. Before committing to travel expenditures, prospective tourists can mentally visualize and interact with exotic destination features in a rich "phygital" space.

The operationalized model structures the tourist decision-making journey into three distinct phases:

• External Stimuli (S): Attributes of Web AR, specifically Interactivity (speed, range of content control, and responsiveness) and Vividness (clarity, depth, multi-sensory visual and audio quality).
• Tourist Organism (O): Internal cognitive drivers from TAM (Perceived Ease of Use, Perceived Usefulness, Perceived Certainty) alongside affective flow dimensions (Perceived Enjoyment, Perceived Immersion).
• Behavioral Response (R): Prospective tourists' definitive Destination Visit Intention.

Empirical Methodology & Red Sea Case Context

To validate the model empirically, the researchers conducted an experimental field study using Safaga on the Red Sea coast of Egypt—a world-renowned scuba diving hub highlighted by British DIVE Magazine. A convenience sample of 384 local and international tourists (64.6% female; 79.2% aged 18–34; 26.3% Egyptian, 73.7% international spanning 18 nationalities) engaged with an underwater Web AR experience featuring an interactive, 3D animated sea turtle. Participants could zoom, rotate, and reposition the sea turtle in real-time within their surrounding physical space without installing any mobile application.

Strict screening criteria ensured participants had never visited Safaga before, effectively eliminating prior perceptual biases and isolating the true promotional efficacy of the Web AR experience. Quantitative data collected via Likert-scale survey instruments were analyzed using Structural Equation Modeling (SEM) in AMOS 23.

Empirical Results & Structural Equation Modeling

The structural equation model demonstrated exceptional goodness-of-fit across 10 indices (χ²/df = 1.623, GFI = 0.900, CFI = 0.966, RMSEA = 0.040, RMR = 0.040). Path analysis supported all hypothesized relationships with high statistical significance (p < 0.001):

Key Insights & Practical Implications for DMOs

The empirical findings yield powerful actionable recommendations for Destination Management Organizations (DMOs) and tourism policymakers seeking to win global tourist market share:

1. Capitalize on Web AR Accessibility: Mobile app fatigue is a significant barrier. Web AR eliminates app store friction, enabling prospective travelers to launch immersive destination trials instantly via QR codes in print ads, social media links, or digital billboards.
2. Mitigate Intangible Product Uncertainty: Tourism is an intangible experiential product. High visual vividness (β = 0.393) and real-time interactivity (β = 0.203) significantly bolster Perceived Certainty, overcoming traveler anxiety regarding unfamiliar destinations.
3. Drive Sustainable Tourism Growth: Beyond economic benefits, Web AR can educate travelers on environmental conservation (e.g., coral reef protection and marine life preservation in Safaga), steering tourist behavior toward eco-friendly practices prior to arrival.