Intention to Use Mobile Augmented Reality in the Tourism Sector

Abstract

This article examines the main variables that influence the intention to use Augmented Reality (AR) applications in the tourism sector in Jordan. The study model has been constructed based on the unified theory of acceptance and the use of technology2 (UTAUT2), by incorporating a new construct (aesthetics) to explore the usage intention of Mobile Augmented Reality in Tourism (MART). A questionnaire was used and distributed to a sample of 450 participants. Data were analyzed using the Smart PLS version 3.0. for testing 12 hypotheses. 29 measurement items were carefully reviewed based on previous studies that were selected to assess the research hypotheses. The findings revealed that the proposed model elucidates 35.7% of the variance in the users’ intention to use MART. The results also showed that both performance expectancy and aesthetics were found to be the most significant factors at level (0.001). Four variables, respectively, were at level (0.01) which consisted of social influence, facilitating conditions, hedonic motivation, and price value. The weakest effect was effort expectancy at level (0.05). As the use of AR has become important for tourists, this study establishes a research base that can be built upon for future researchers. MART developers can benefit from the results of this research to design and deliver this service successfully and to ensure that its adoption by users is achieved.