Mixed Reality and Its Content Developed to Enhance the Tourist Experience

The growing integration of immersive technologies in the tourism sector raises questions about their real impact on the visitor experience. This study investigates whether mixed reality effectively influences the tourism experience, seeking to understand the mechanisms through which tourism content and emerging technologies shape tourists' perceptions. A quantitative approach was adopted through the application of a questionnaire. The data were analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method, allowing us to test direct and indirect relationships between the constructs Tourism Content, Adoption of Mixed Reality, and Tourist Experience. The analysis revealed positive and statistically significant direct effects. Tourism content strongly influences the adoption of mixed reality (β=0.725; p<0.001). Moderate impacts of the adoption of mixed reality (β=0.375; p<0.001) and tourism content (β=0.392; p=0.001) on the tourist experience were found. The indirect effect mediated by the adoption of mixed reality proved to be significant (β=0.272; p=0.001), with an VAF (Variance Accounted For) of 41%. Mixed reality plays a complementary partial mediating role in the relationship between tourism content and visitor experience, confirming its relevance in the contemporary tourism experience.