Abstract
This study examines the effectiveness of augmented reality (AR) as an urban e-marketing instrument by comparing two culturally significant urban destinations in Japan and Malaysia. Using a quantitative mixed-data approach that integrates survey-based perceptual measures with behavioral engagement analytics, the study investigates how AR wayfinding accuracy, narrative immersion, and interactive features influence place experience and civic engagement intentions. Findings indicate that AR storytelling significantly enhances emotional attachment and place meaning, while AR wayfinding improves perceived usability and spatial confidence. Notably, civic engagement outcomes differ across contexts, reflecting variations in digital maturity and participatory culture. Guided by the United Nations' Sustainable Development Goals 11, 8, and 12, the study contributes empirical evidence to e-planning studies by demonstrating how AR can function as a data-driven, citizen-centered urban marketing tool that supports inclusive, regenerative urban development.