Exploring the factors influencing the adoption and usage of Augmented Reality and Virtual Reality applications in tourism education within the context of COVID-19 pandemic

Abstract

Augmented Reality and Virtual Reality are regarded as smart and digital technologies that made their impact in many industries and settings. On the other hand, the ongoing pandemic of COVID-19 raises a series of issues and challenges for the tourism education, one of the main being the shift from the conventional/face-to-face to digital/hybrid learning forms and tools. The adoption and usage of these digital technologies raise a series of challenges for all stakeholders involved. The research question and study's aim were the influencing factors that determine the acceptance of Augmented Reality and Virtual Reality applications in the tertiary tourism education within the context of current pandemic. To address this aim, the study was drawn on the theoretical basis of Technology Acceptance Model (TAM). It takes a students' perspective to suggest a research model that was empirically investigated within the Chinese context (tourism departments in Chinese universities). The sample population consisted of 604 Chinese students and data was collected during February 2021. The data were analyzed using PLS-SEM. Findings indicated that perceived usefulness, hedonic motivation and price value are important predicting factors for Chinese students' adoption and use of these applications. These findings contribute to the extension of the TAM theory and the effective implementation of digital technologies in university settings. The study is completed by summarizing theoretical and practical implications of findings.