From copper stills to virtual thrills: exploring augmented and virtual reality in distillery tourism

Purpose This study examines the psychological and technological factors influencing tourists' intention to participate in augmented reality (AR) and virtual reality (VR) distillery experiences, using an extended Theory of Planned Behavior (TPB) framework. Design/methodology/approach An online survey targeted U.S. participants who had visited a distillery within the past 12 months (n = 398). Respondents were shown real-world examples of AR/VR distillery applications to ensure comprehension. The model included TPB constructs (attitudes, subjective norms, perceived behavioral control) and extended factors, perceived novelty and technology readiness, as predictors. Structural equation modeling assessed relationships and moderation effects. Findings Attitudes, perceived behavioral control, perceived novelty, subjective norms and technology readiness significantly predicted intention to participate in AR/VR distillery experiences. Attitudes were the strongest predictor, followed by technology readiness and perceived behavioral control. Perceived novelty and subjective norms significantly influenced both attitudes and behavioral intention, with novelty exerting effects both directly and indirectly through attitudes. Perceived behavioral control moderated the attitude–intention relationship, whereas the moderating role of technology readiness was unsupported. Practical implications Distilleries can increase adoption by emphasizing novelty, designing experiences that highlight social endorsement, improving usability and targeting tech-ready segments, while maintaining brand authenticity. Originality/value This study validates an extended TPB model in the context of immersive distillery tourism, integrating novelty and technology readiness to enhance predictive power. It offers actionable insights for designing technology-forward yet authentic visitor experiences.