Augmented Reality Technology Adoption in Tourism Using Structural Equation Model

Abstract

Purpose: Less attention has been given to the barriers that prevent consumers from using augmented reality in tourism (ART). Therefore, this research objective to propose a model that examines a study adopting innovativeness (i.e., service innovation and technology innovation) to use ART as the mediating role of attitude and word of mouth (WOM) in Thailand’s tourism industry. Theoretical framework: To identify individual characteristics that influence the use of augmented reality in tourism (ART), despite the technology's growing popularity in the country. We propose a conceptual model derived from studies on innovativeness, attitude, WOM and intention to use (ART). Design/Methodology/Approach: A total of 551 responses were considered for research analyses. Both confirmatory and exploratory factor analyses (CFA and EFA) were employed during the preliminary stages of the development of the measurement model. The significant impact that innovativeness has on ART in Thailand was subsequently identified through the use of the structural equation modeling (SEM). Findings: The findings of this study provide the tourism sector with recommendations for developing facilities that allow tourists to utilize ART. This study also lays the groundwork for future research, as the use of augmented reality (AR) has become an increasingly valuable tool for travelers. Furthermore, ART developers can use the outcomes of this research to design and implement this service effectively and promote user adoption. Research, practical & social implications: This study has outlined the primary indicators that encourage travelers to utilize AR-based applications. Travelers engage in a more dynamic and enhanced tourism activities if ART is utilized in a way that enhances their enjoyment of the city and stimulates their desire to explore new places. This study demonstrated that utilitarian motivation has the greatest effect on travelers’ attitudes toward AR applications. Originality/Value: To create a digital tourism experience in Thailand. This relatively new technology is a unique application that goes beyond the use of mobile devices to access relevant ART applications. It also has the potential to function as an AI tour guide that helps consumers save money without sacrificing the quality of their travel experience.