|The ways providers communicate with their customers have been changed due to Online to Offline (O2O) service. In O2O service, providers are able to find consumers in virtual environment (online) and bring them into real world stores (offline). In this situation, this study regarded Augmented Reality (AR) as an effective tool of O2O service, since AR has a feature of providing virtual 3D images or information that superimposed on the real-world view, which can ultimately enhance customer"s experience. For instance, by using wearable computer such as Google Glass, people can receive virtual information on top of the real world view such as cultural heritage sites, artifacts, masterpieces and so on. Therefore, this study considered AR as an effective way to provide customers with better experience and cause customers" intention to visit destination. To be more specific, drawn from Theory of Planned Behavior (TPB), we investigated the causal mechanism underlying customer"s beliefs about AR (usability, enjoyment and aesthetics), AR evaluation and attitudes toward AR, and the impact of attitudes toward AR, time resource, subjective norm on intention to use AR and intention to visit Art Gallery. While the results showed that time resource have an influence on only intention to use AR, and attitude toward AR have an impact on only intention to visit Art Gallery, subjective norm was found to be predictor of both intentions. Intention to use AR was found to influence intention to visit Art Gallery. These results are supporting our augments that AR can be an effective tool in O2O service. With these results, we provide theoretical and practical implications.