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.
Original language | English |
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Pages (from-to) | 389-405 |
Number of pages | 17 |
Journal | Journal of Hospitality and Tourism Technology |
Volume | 12 |
Issue number | 2 |
DOIs | |
Publication status | Published - Jun 2021 |
Externally published | Yes |
Keywords
- Augmented reality
- Destination
- Motivation
- Self-presentation
- Technology adoption
ASJC Scopus subject areas
- Information Systems
- Tourism, Leisure and Hospitality Management
- Computer Science Applications