Abstract This research presents a mobile augmented reality (MAR) travel guide, named CorfuAR, which supports personalized recommendations. We report the development process and devise a theoretical model that explores the adoption of MAR applications through their emotional impact. A field study on Corfu visitors (n=105) shows that the functional properties of CorfuAR evoke feelings of pleasure and arousal, which, in turn, influence the behavioral intention of using it. This is the first study that empirically validates the relation between functional system properties, user emotions, and adoption behavior. The paper discusses also the theoretical and managerial implications of our study.