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Augmented Reality Adoption by Tourism Product and Service Consumers: Some Empirical Findings

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Azizul Hassan

    (Cardiff Metropolitan University)

  • Erdogan Ekiz

    (King Abdulaziz University)

  • Sumesh S. Dadwal

    (University of Ulster, London Campus)

  • Geoff Lancaster

    (London School of Commerce)

Abstract

There are evidences that, tourist adopt Augmented Reality (AR) for purchasing tourism products and services. Few holiday operators make this technology available for their customers. Arguably, AR as innovative technology supports tourists in pre, during and post-holiday mode and offer them better experiences. As far as, AR turns into an important research area, very few known studies are conducted. Thus, on the empirical ground, this study aims to bring out factors of AR adoption by tourists. Findings classify two different factor sets: positive factors of AR adoption by tourists and negative factors of not adopting AR by tourists. Innovativeness and user-friendliness features appear as the dominant reasons and positive factors of AR adoption by tourists while availability issue and technological issue appear as the negative factors of not adopting AR by tourists. This research offers some theoretical and managerial implications and thus a unique contribution to the limited knowledge of responsible factor studies of AR adoption by tourists.

Suggested Citation

  • Azizul Hassan & Erdogan Ekiz & Sumesh S. Dadwal & Geoff Lancaster, 2018. "Augmented Reality Adoption by Tourism Product and Service Consumers: Some Empirical Findings," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 47-64, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_4
    DOI: 10.1007/978-3-319-64027-3_4
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    Citations

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    Cited by:

    1. Xinlu Wen & Marios Sotiriadis & Shiwei Shen, 2023. "Determining the Key Drivers for the Acceptance and Usage of AR and VR in Cultural Heritage Monuments," Sustainability, MDPI, vol. 15(5), pages 1-24, February.
    2. Faqih, Khaled M.S., 2022. "Factors influencing the behavioral intention to adopt a technological innovation from a developing country context: The case of mobile augmented reality games," Technology in Society, Elsevier, vol. 69(C).
    3. Gür, Oya Altinsoy, 2019. "Targeted and perceived service quality," MPRA Paper 98034, University Library of Munich, Germany.
    4. Oya Altinsoy Gür, 2020. "Targeted and perceived service quality," Post-Print hal-02458432, HAL.

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