IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i18p13349-d1234059.html
   My bibliography  Save this article

The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China

Author

Listed:
  • Shuxian Li

    (College of Resource Environment and Tourism, Capital Normal University, Beijing 100048, China)

  • Shan Jiang

    (College of Resource Environment and Tourism, Capital Normal University, Beijing 100048, China)

Abstract

The application of augmented reality (AR) technology has revolutionized the memorable tourism experience (MTE) of travelers, while challenging traditional destination marketing practices. As AR technology emerges as a promising approach to enhancing tourists’ experiences in tourism destinations, it becomes increasingly crucial to delve into the specific mechanisms through which AR generates MTE. Therefore, this study integrated MTE into the various conceptual structures of the Technology Acceptance Model (TAM), aiming to explore the antecedents and consequences of MTE formation within the TAM framework. Additionally, the specific relationship between TAM and different degrees of MTE was also discussed. The results indicated that perceived usefulness (PU) and perceived ease of use (PEOU) of AR technology are antecedents for MTE formation. In the High-MTE group, both PU and PEOU had a significant effect on MTE, but in the Low-MTE group, only PEOU had a significant effect on MTE. At the same time, the attitude towards usage (ATU) and the behavioral intention (BI) of AR are two significant consequences of MTE, in which ATU also plays the role of mediator between MTE and BI. Specifically, in the high-MTE group, MTE has a significant positive effect on both the ATU and BI of AR, while the Low-MTE group influences BI only through the complete mediating effect of ATU. This study enriched the existing literature by exploring a new model of using AR to enhance MTE, providing significant implications for future tourism research and the sustainable development of tourist destinations.

Suggested Citation

  • Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13349-:d:1234059
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/18/13349/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/18/13349/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ali Gohary & Lida Pourazizi & Fatemehalsadat (Fatima) Madani & Eugene Y. Chan, 2020. "Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(2), pages 131-136, January.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Siew Imm Ng & Xin-Jean Lim & C. Michael Hall & Keng Kok Tee & Norazlyn Kamal Basha & Wan Siti Nabilah Binti Ibrahim & Sara Naderi Koupaei, 2022. "Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination," Sustainability, MDPI, vol. 14(21), pages 1-19, November.
    4. Hassan Ahmad & Asad Butt & Asif Muzaffar, 2023. "Travel before you actually travel with augmented reality – role of augmented reality in future destination," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(17), pages 2845-2862, September.
    5. Murodjon Raimkulov & Husanjon Juraturgunov & Young-joo Ahn, 2021. "Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    6. Shan Jiang & Brent Moyle & Ryan Yung & Li Tao & Noel Scott, 2023. "Augmented reality and the enhancement of memorable tourism experiences at heritage sites," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(2), pages 242-257, January.
    7. Seokho Han & Ji-Hwan Yoon & Jookyung Kwon, 2021. "Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    8. Ryan Yung & Catheryn Khoo-Lattimore, 2019. "New realities: a systematic literature review on virtual reality and augmented reality in tourism research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(17), pages 2056-2081, October.
    9. Cynthia (Huiying) Hou & Donglin Han & Wu Hao & Joseph Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," ERES eres2021_213, European Real Estate Society (ERES).
    10. M. Claudia tom Dieck & Timothy Jung, 2018. "A theoretical model of mobile augmented reality acceptance in urban heritage tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(2), pages 154-174, January.
    11. Zabih-Allah Torabi & Ali Asghar Shalbafian & Zaheer Allam & Zahed Ghaderi & Beniamino Murgante & Amir Reza Khavarian-Garmsir, 2022. "Enhancing Memorable Experiences, Tourist Satisfaction, and Revisit Intention through Smart Tourism Technologies," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    12. Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    13. Donglin Han & Huiying (Cynthia) Hou & Hao Wu & Joseph H. K. Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    14. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    15. Zabih-Allah Torabi & Ali Shalbafian & Zaheer Allam & Zahed Ghaderi & Beniamino Murgante & Amir Khavarian-Garmsir, 2022. "Enhancing Memorable Experiences, Tourist Satisfaction, and Revisit Intention through Smart Tourism Technologies," Post-Print hal-03997572, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. João M. Lopes & Ilda Massano-Cardoso & Camila Granadeiro, 2025. "Festivals in Age of AI: Smarter Crowds, Happier Fans," Tourism and Hospitality, MDPI, vol. 6(1), pages 1-25, February.
    2. Ana-Maria Ionescu & Flavius Aurelian Sârbu, 2024. "Exploring the Impact of Smart Technologies on the Tourism Industry," Sustainability, MDPI, vol. 16(8), pages 1-23, April.
    3. Marija Bratić & Anđelina Marić Stanković & Danijel Pavlović & Tatjana Pivac & Sanja Kovačić & Tamara Surla & Slobodan Čerović & Sonja Zlatanov, 2025. "New Era of Tourism: Innovative Transformation Through Industry 4.0 and Sustainability," Sustainability, MDPI, vol. 17(9), pages 1-22, April.
    4. Fatih Ercan & Kürşad Sayın & Taner Dalgın & Kansu Gençer, 2025. "A Bibliometric and Systematic Review of Publications on Augmented Reality in Sustainable Tourism," Sustainability, MDPI, vol. 17(4), pages 1-28, February.
    5. Yazmina Stappung & Camila Aliaga & Jorge Cartes & Liza Jego & José Antonio Reyes-Suárez & Nicolas A. Barriga & Felipe Besoain, 2023. "Developing 360° Virtual Tours for Promoting Tourism in Natural Parks in Chile," Sustainability, MDPI, vol. 15(22), pages 1-15, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fatih Ercan & Kürşad Sayın & Taner Dalgın & Kansu Gençer, 2025. "A Bibliometric and Systematic Review of Publications on Augmented Reality in Sustainable Tourism," Sustainability, MDPI, vol. 17(4), pages 1-28, February.
    2. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    3. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    4. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    5. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    6. Abdesamad Zouine & Pierre Fenies, 2014. "The Critical Success Factors Of The ERP System Project: A Meta-Analysis Methodology," Post-Print hal-01419785, HAL.
    7. Chen-Yuan Chen & Bih-Yaw Shih & Shih-Hsien Yu, 2012. "Disaster prevention and reduction for exploring teachers’ technology acceptance using a virtual reality system and partial least squares techniques," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 62(3), pages 1217-1231, July.
    8. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    9. Ofir Turel & Catherine E. Connelly, 2012. "Team Spirit: The Influence of Psychological Collectivism on the Usage of E-Collaboration Tools," Group Decision and Negotiation, Springer, vol. 21(5), pages 703-725, September.
    10. Joan Torrent-Sellens & Cristian Salazar-Concha & Pilar Ficapal-Cusí & Francesc Saigí-Rubió, 2021. "Using Digital Platforms to Promote Blood Donation: Motivational and Preliminary Evidence from Latin America and Spain," IJERPH, MDPI, vol. 18(8), pages 1-17, April.
    11. Cliff R. Kikawa & Charity Kiconco & Moses Agaba & Dimas Ntirampeba & Amos Ssematimba & Billy M. Kalema, 2022. "Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model," Sustainability, MDPI, vol. 14(21), pages 1-20, November.
    12. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    13. Vishal K. Gupta & Suman Niranjan & Banu A. Goktan & John Eriskon, 2016. "Individual entrepreneurial orientation role in shaping reactions to new technologies," International Entrepreneurship and Management Journal, Springer, vol. 12(4), pages 935-961, December.
    14. Nistor, Cristian, 2013. "A conceptual model for the use of social media in companies," MPRA Paper 44224, University Library of Munich, Germany.
    15. Siti Salwa Mohd Ishak & Sidney Newton, 2018. "Testing a Model of User Resistance Towards Technology Adoption in Construction Organizations," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(06), pages 1-27, December.
    16. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    17. Sanjeev Verma, 2015. "Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges," Vision, , vol. 19(2), pages 104-111, June.
    18. Hsiu-Yuan Wang & Jian-Hong Wang & Jie Zhang & Hsing-Wei Tai, 2024. "The Collaborative Interaction with Pokémon-Go Robot uses Augmented Reality technology for Increasing the Intentions of Patronizing Hospitality," Information Systems Frontiers, Springer, vol. 26(1), pages 107-119, February.
    19. Sarv Devaraj & Ming Fan & Rajiv Kohli, 2002. "Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics," Information Systems Research, INFORMS, vol. 13(3), pages 316-333, September.
    20. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13349-:d:1234059. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.