Abstract
In the historic center of Florence, navigating complex, dense cultural landscapes presents both an opportunity and a challenge for tourists. This study investigates the impact of Augmented Reality (AR) navigation on tourist spatial behavior, visual attention, and heritage experience. Combining mobile eye-tracking technology with post-trip surveys, we compared tourists navigating with a custom AR-guided mobile application (n = 22) against those using standard 2D mobile maps (n = 20) along a designated route from Piazza del Duomo to Piazza della Signoria. Eye-tracking metrics, including fixation duration and frequency on designated Areas of Interest (AOIs), revealed that AR navigation significantly reduced the time spent looking at the device screen, allowing for longer visual engagement with surrounding architectural heritage. However, AR users exhibited a form of 'cognitive tunneling,' focusing intensely on the virtual path indicators at the expense of non-guided peripheral historic details. Survey results indicated that while AR navigation enhanced spatial presence and reduced perceived cognitive load, it did not significantly alter spatial memory of the route. These findings offer crucial insights for destination management organizations (DMOs) and technology developers seeking to balance technological mediation with authentic, unhindered heritage experiences.
