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Augmented Reality: The Proposed Moderating Role of Hedonic and Utilitarian Motivations on the Intention to Visit a Destination

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Nergis Aziz

    (Narxoz University)

  • Barry A. Friedman

    (State University of New York at Oswego)

Abstract

Augmented Reality (AR) is a nascent technology in the tourism sector, and little is known about its impact on tourists’ intention to visit a destination. The main goals of this research are to first determine the extent that utilitarian and hedonic motives drive consumers to use AR on their smartphones, and second to determine whether AR users’ motives influence their attitudes towards a destination and intention to visit a destination. We offer a conceptual model using the Theory of Planned Behavior and propose a study to ascertain the moderating role of hedonic and utilitarian motives on individuals’ intention to visit a destination. Implications for the use of AR in the hospitality and tourism industry are discussed.

Suggested Citation

  • Nergis Aziz & Barry A. Friedman, 2019. "Augmented Reality: The Proposed Moderating Role of Hedonic and Utilitarian Motivations on the Intention to Visit a Destination," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1065-1073, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_123
    DOI: 10.1007/978-3-030-12453-3_123
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