The Influence of Innovativeness on Revisit Intention: The Mediating Role of Word-of-Mouth in Augmented Reality for Tourism in Thailand

Abstract

Purpose: This study aims to identify the motivational factors that encourage travelers to adopt augmented reality (AR) applications when exploring tourism destinations and to investigate the mediating effects of personal word-of-mouth (WOM) on the relationships between innovativeness and revisit intention outcomes among travelers. Theoretical framework: This study developed a conceptual framework that determines travelers’ inclination to use AR applications at tourism destinations, based on three primary variables: Innovativeness, Word-of-Mouth and Revisit Intention. Design/methodology/approach: A sample size of 430 was collected through an online self-administered survey. The proposed model was subjected to analysis using the structural equation modeling to examine the mediator effect of Word-of-Mouth. Findings: The results of the study indicate that service innovation and technology innovation have a significant and direct impact on travelers' WOM communication regarding their intention to revisit tourist destinations that offer AR applications. The revisit intention towards AR-based tourism applications is indirectly influenced by service innovation as mediated by WOM. Research, Practical & Social implications: This current study enhances comprehension of the determinants that drive tourists to utilize AR applications at tourism destinations by integrating established theoretical frameworks and adapting them to the specific context of tourism. Originality/value: As prior studies focused on the post-experience aspects of AR adoption, the motivations of travelers to reconsider their intention to use ART in Thailand remained unclear. Insufficient comprehension of tourists' inclination to revisit and utilize AR in Thailand’s tourism destinations may result in the failure of these destinations to attract new or returning visitors, ultimately leading to a decline in revenue.