Travelers’ motivations to adopt augmented reality (AR) applications in a tourism destination

Abstract

Purpose This study aims to identify travelers’ motivational factors to adopt augmented reality (AR) applications at tourism destinations. Furthermore, this study seeks to investigate the role of personal innovativeness as a moderator in the relationships between motivations and travelers’ behavioral outcomes. Design/methodology/approach Building upon two theories, cognitive evaluation theory and self-presentation theory, this study developed a conceptual framework to identify travelers’ inclination to use AR applications at tourism destinations. A sample size of 473 was collected through an online self-administered survey. Using partial least square (PLS) analysis, the proposed model was examined. To examine the moderating effect of personal innovativeness, a multi-group analysis was conducted with two groups: high-innovative and low-innovative. PLS method is used to test the study’s theoretical model. Findings Findings of this study indicate that both hedonic and utilitarian motivations significantly influenced travelers’ attitudes toward AR applications at tourism destinations. Self-presentation motivation appears to have a significantly positive impact on travelers’ attitudes toward AR applications only for the highly innovative group. Originality/value This study helps a better understanding of what motivates travelers to adopt AR applications at tourism destinations by integrating preeminent theories and applying them to the tourism context.

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

“…As presented in Table 4 , the outcome variables include tourists’ attitude toward, adoption of, satisfaction with, and recommendation intention of the AR technology/AR tourism application. Tourists’ attitude toward the AR technology/AR tourism application refers to their feelings about the AR technology/AR tourism application ( Wu et al, 2013 ; Jung et al, 2018 ; Paulo et al, 2018 ; tom Dieck and Jung, 2018 ; Shin and Jeong, 2021 ). Tourists’ adoption of the AR technology/AR tourism application describes their willingness to use the AR technology/AR tourism application ( tom Dieck and Jung, 2018 ).…”

“…Particularly, tourists’ perceptions of usefulness and ease of use of AR technology have significant positive impacts on their attitude toward AR technology. Moreover, tourists’ motivations to adopt AR, such as hedonic motivation, utilitarian motivation, and self-presentation motivation, have significant positive effects on their attitudes toward AR tourism applications ( Shin and Jeong, 2021 ). In addition, tourists’ attitudes toward ( Shin and Jeong, 2021 ; Zhuang et al, 2021 ) and subjective norms of ( Zhuang et al, 2021 ) AR technology positively impact their intention to use it.…”

Artificial intelligence: a systematic review of methods and applications in hospitality and tourism

“…AR has been used in several tourism settings of historical tourist places, including art exhibitions (tom Dieck et al, 2018), city tours and parks (Lau et al, 2019). It is believed that VR knowledge and interaction can provide compelling, immersive experiences and ensure environmental and socio-cultural sustainability by enhancing and expanding the experience of travel (Shin and Jeong, 2021). In a smartphone AR app, Jiang et al (2019) explored the experiences of 323 tourists through a tourism destination in National Park in Shangri (Jiang et al, 2019).…”

Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach

“…Cognitive value refers to the attribute that can satisfy the pursuit of knowledge of customers [68,69]. The cognitive value of tourism refers to gain knowledge, skills, and horizons in recreational experience [52,68].…”

“…Cognitive value refers to the attribute that can satisfy the pursuit of knowledge of customers [68,69]. The cognitive value of tourism refers to gain knowledge, skills, and horizons in recreational experience [52,68]. The cognitive value indicators include knowledge acquisition [17], the experience of local cultures [3,26], and participation in competitions [17].…”