Abstract

While disruptive technologies such as augmented reality (AR), virtual reality (VR), and mobile apps hold promise for enriching visitor experiences in heritage tourism, their integration necessitates a nuanced approach to ensure the sustainable development of the sector. This study addresses a critical gap in existing research by exploring this specific synergy within Thailand's unique tourism landscape. Through a comprehensive literature review, the study synthesizes existing knowledge on technology integration in heritage tourism, identifying both potential benefits (AR enhancing historical sites) and risks (overreliance on VR and social media's negative impacts). To bridge this gap and navigate these complexities, the research proposes a set of recommendations for a collaborative and sustainable approach. These recommendations prioritize community engagement, environmental consciousness, ongoing research, and collaborative governance. Additionally, they emphasize preserving the authenticity of heritage sites, ensuring technology serves as a tool for cultural preservation, not exploitation. By adopting these recommendations, stakeholders can leverage technology to create a thriving and sustainable heritage tourism sector in Thailand. This ensures both the safeguarding of the nation's rich cultural heritage for future generations and the creation of innovative and enriching experiences for visitors.