1 Apply an augmented reality in a mobile guidance to increase sense of place for heritage places Yu-Lien Chang Assistant Professor, Department of Tourism & Leisure, Lunghwa University of Science and Technology 300, Section 1, Wanshou Road, Gui Shan, Taoyuan, Taiwan Tel: +886282093211 Fax: +886282096862 idachang@mail.lhu.edu.tw Huei-Tse Hou Associate professor, Graduate Institute of Applied Science and Technology, National Taiwan University of Science and Technology, Taipei, Taiwan #43 Keelung Road, Section 4, Taipei, Taiwan Tel: +886227303609 Fax: +88627303733 hthou@mail.ntust.edu.tw Chao-Yang Pan Professor, Department of Geography National Taiwan Normal University, Taipei, Taiwan #162, Heping East Road Section 1, Taipei, 106, Taipei, Taiwan Tel: +886223622841 Fax: +886223512772 t24012@cc.ntnu.edu.tw Yao-Ting Sung Professor, Department of Educational Psychology and Counseling National Taiwan Normal University, Taipei, Taiwan #162, Heping East Road Section 1, Taipei, 106, Taipei, Taiwan Tel: +886223952445 Fax: +886223413865 sungtc@ntnu.edu.tw Kuo-En Chang* (Corresponding Author) Professor, Graduate Institute of Information and Computer Education, National Taiwan Normal University, Taipei, Taiwan #162, Heping East Road Section 1, Taipei, 106, Taipei, Taiwan Tel: +886223622841 Fax: +886223512772 kchang@ntnu.edu.tw Abstract Based on the sense of place theory and the design principles of guidance and interpretation, this study developed an augmented reality mobile guidance system that used a historical geo-context-embedded visiting strategy. This tool for heritage guidance and educational activities enhanced visitor sense of place. This study consisted of 3 visitor groups (i.e., AR-guidance, audio-guidance, and no-guidance) composed of 87 university students. A quasi-experimental design was adopted to evaluate whether augmented reality guidance more effectively promoted sense of place and learning performance than the other groups. The