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

Hyejo Hailey Shin, Miyoung Jeong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

30 Citations (Scopus)


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 languageEnglish
Pages (from-to)389-405
Number of pages17
JournalJournal of Hospitality and Tourism Technology
Issue number2
Publication statusPublished - Jun 2021
Externally publishedYes


  • Augmented reality
  • Destination
  • Motivation
  • Self-presentation
  • Technology adoption

ASJC Scopus subject areas

  • Information Systems
  • Tourism, Leisure and Hospitality Management
  • Computer Science Applications


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