Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site

Abstract

Augmented reality (AR) is being developed as a part of smart tourism to provide information about destinations and attractions. Its usage will maximize tourist satisfaction, based on tourists’ active usage. Three aspects have been found to be factors encouraging tourists to actively utilize AR. The first aspect is technology readiness (TR) meaning that a tourist has an overall state of mind such that they are ready to use a technology. The second aspect is the visual factor of AR. The third aspect is the situational factor. Thus, this study conceptualizes these crucial factors of AR usage as well as how these influence visitors’ AR usage intention and destination visit intention through their beliefs and AR attitude. We collected sample from 145 people using an AR application in Deoksugung Palace, South Korea. This study analyzed hypotheses with structural equation model. The result shows that TR was a predictor of perceived usefulness. In addition, visual appeal and facilitating conditions affected perceived ease of use. Perceived ease of use affected perceived usefulness. Finally, perceived usefulness and ease of use affected intention to use AR and to visit a destination via AR attitude. This study presented theoretical and practical implications.