How AR-Enhanced Cultural Heritage Landscapes Influence Perception in Rural Tourism Spaces: Evidence from Eye Tracking and HRV

Against the backdrop of globalization, environmental pressures, and rapid tourism development, digital technologies are emerging as vital supplementary tools for cultural heritage preservation. This study investigates the impact of augmented reality (AR)-enhanced cultural heritage landscapes on rural tourists’ perceptions, validating their effects through two physiological dimensions: visual attention and autonomic nervous system regulation. Employing a mixed experimental design ( n = 81), the research integrates heart rate variability, eye tracking, and subjective questionnaires, with the Aoluguya Village in Inner Mongolia serving as the testing site. Participants viewed videos and images of real and AR environments in an isolated space. Data were analyzed using repeated measures ANOVA and paired t -tests. The results revealed that AR significantly increased RMSSD in the native rural environment (t(89) = −3.606, p = 0.001, d = 0.38), indicating heightened parasympathetic activity, while no significant effect was observed in the artificially recreated environment (t(89) = −2.020, p = 0.407), demonstrating that physiological benefits depend on the setting. Eye tracking data revealed that both AR environments increased total gaze duration and gaze frequency (average increase of 1.5–2.0 gazes), enhancing visual attention. The questionnaire results ( n = 26) supported this finding on attention focus, novelty, and esthetic dimensions, though improvements in authenticity and overall satisfaction were limited. This study demonstrates that AR environments significantly capture visitor attention, particularly when integrated with authentic local spaces to enhance visitor experiences. The findings provide practical insights for revitalizing traditional village cultural heritage and optimizing rural tourism.