Examination of the adoption of augmented reality: a VAM approach

Chloe K.H. Lau, Chi Fai Raymond Chui, Norman Au

Research output: Journal article publicationJournal articleAcademic researchpeer-review

30 Citations (Scopus)


Despite the growing importance and popularity of augmented reality (AR) technologies in hospitality and tourism, little research to identify the degree of user adoption, particularly in the business travel sector, has been conducted. Based on a questionnaire administered to 161 stakeholders attending two international conferences in Hong Kong, user experiences and adoption intention were examined and analyzed through structural equation modeling. Adoption was explored using a value-based adoption model. AR adoption is affected by its perceived value to which the benefits of usefulness and enjoyment contribute, along with newly identified components of technicality and captivating inputs.

Original languageEnglish
Pages (from-to)1005-1020
Number of pages16
JournalAsia Pacific Journal of Tourism Research
Issue number10
Publication statusPublished - Oct 2019


  • Adoption intention
  • AR app
  • Augmented reality
  • business travel
  • conventions and events
  • Hong Kong
  • ICT
  • mobile app
  • SEM
  • VAM

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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