Augmented Reality in Shopping Tourism: Boosting Tourism Development Through Innovation in Barcelona (original) (raw)
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A Theoretical Model of Mobile Augmented Reality Acceptance in Urban Heritage Tourism
Latest mobile technologies have revolutionised the way people experience their environment. Recent research explored the opportunities of using augmented reality (AR) in order to enhance the user experience however, there is only limited research on users’ acceptance of AR in the tourism context. The technology acceptance model is the predominant theory for researching technology acceptance. Previous researchers used the approach of proposing external dimensions based on secondary literature; however missed the opportunity to integrate context specific dimensions. This paper therefore aims to propose an AR acceptance model in the context of urban heritage tourism. Five focus groups, with young British female tourists visiting Dublin and experiencing a mobile AR application, were conducted. The data were analysed using thematic analysis and revealed seven dimensions that should be incorporated into AR acceptance research including information quality, system quality, costs of use, recommendations, personal innovativeness and risk as well as facilitating conditions.
Augmented Reality Technology Adoption in Tourism Using Structural Equation Model
International Journal of Professional Business Review
Purpose: Less attention has been given to the barriers that prevent consumers from using augmented reality in tourism (ART). Therefore, this research objective to propose a model that examines a study adopting innovativeness (i.e., service innovation and technology innovation) to use ART as the mediating role of attitude and word of mouth (WOM) in Thailand’s tourism industry. Theoretical framework: To identify individual characteristics that influence the use of augmented reality in tourism (ART), despite the technology's growing popularity in the country. We propose a conceptual model derived from studies on innovativeness, attitude, WOM and intention to use (ART). Design/Methodology/Approach: A total of 551 responses were considered for research analyses. Both confirmatory and exploratory factor analyses (CFA and EFA) were employed during the preliminary stages of the development of the measurement model. The significant impact that innovativeness has on ART in Thailand ...
Augmented reality limitations in the tourism sector
Anuario Electrónico de Estudios en Comunicación Social "Disertaciones", 2022
Technology development and augmented reality (ar) applications emergence have transformed the experiential process in tourism. ar offers enormous potential and advantages to the tourism sector, especially after covid-19. However, this study aims to find and gain further knowledge of ar's limitations. This research analysed the ar platform Imageen Tarraco (Tarragona, Spain) based on a users' survey, in-depth interviews and a focus group (fg). The analysis showed the lack of knowledge and the technical problems as the application's most challenging limitations and their causes. It also allowed categorizing the overall challenges by type of public and delving into the factors that promote their use or non-use. The study provides useful recommendations to ar platform creators and the destination management organizations (dmos) that implement them.
Potential Tourists' Opinions on Augmented Reality Applications in Tourism Industry Research Article
Romaya Journal, 2022
The aim of this study is to reveal how augmented reality (AR) applications affect the preferences of potential tourists before purchase. In this respect, 30 volunteer participants were interviewed between February 1 and February 22, 2022. The obtained data were analyzed with the MAXQDA 2022 package program. According to the findings obtained from the research, it was observed that the sample group had basic information about augmented reality applications. It has been concluded that using of AR applications in tourism can positively or negatively affect the potential tourists' opinions making touristic purchase plan.
Augmented Reality in Tourism: An Innovative Way to Attract Tourists
2021
In the world of tourism, marketing is a key tool to introduce places to the public, get them to travel there, or encourage them to stay in a particular hotel. The forms of marketing have substantially changed during the past few decades due to technological advancements. E-Marketing, a recent product of this evolution, has revolutionized the world of marketing and had a positive impact on he hospitality and tourism industries in terms of customer satisfaction and revenue generation. This paper describes how augmented reality is redefining e-Marketing based on its unique features and capabilities in the context of the tourism and hospitality industry. In addition, several successful applications integrate augmented reality into the hotel and tourism industries. KeywordsAugmented Reality, Marketing, Mobile Technology, Virtual Environment, Tourism.
Understanding mobile augmented reality adoption in a consumer context
Journal of Hospitality and Tourism Technology
The aim of this study is to further our knowledge of what influences users to adopt Mobile Augmented Reality in Tourism (MART). A conceptual model is proposed, combining the extension of Unified Theory of Acceptance and Usage of Technology (UTAUT2) with Task Technology Fit (TTF), to explain behavioural intention and user behaviour of MART adopters. Design/methodology/approach A questionnaire was completed by a sample of 335 respondents in Portugal. Both UTAUT2 and TTF were combined into a new model from which several hypotheses were drawn based upon the literature. Findings The results have shown that the model explains 72% of the variance in behaviour intention to use MART and 45% of the variance in user behaviour. Originality/value MART is becoming increasingly known to travellers as it provides the user diverse and useful information with a real relationship with the world. By studying behaviour and what influences consumers to use MART, this study aims to advance the research into new technologies in tourism.
Potential Tourists' Opinions on Augmented Reality Applications in Tourism Industry
CERN European Organization for Nuclear Research - Zenodo, 2022
The aim of this study is to reveal how augmented reality (AR) applications affect the preferences of potential tourists before purchase. In this respect, 30 volunteer participants were interviewed between February 1 and February 22, 2022. The obtained data were analyzed with the MAXQDA 2022 package program. According to the findings obtained from the research, it was observed that the sample group had basic information about augmented reality applications. It has been concluded that using of AR applications in tourism can positively or negatively affect the potential tourists' opinions making touristic purchase plan.
Symmetry
An intelligent tour service system including an augmented reality (AR) tour-sharing Application (APP) and a query-answering server was developed in this study to promote tourist attractions involving local Hakka culture in Thailand. Subsequently, use of this APP to navigate Hakka culture tourist attractions in Thailand was observed. The novel random neural networks (RNNs) were proposed to obtain query-answering services, and the practical experimental results showed that the accuracy of RNNs was 99.51%. This study also integrated the Technology Acceptance Model with Uses and Gratifications Theory to predict the gratification, usage intention, and user attitudes toward marketed attractions of the AR tour-sharing APP. A questionnaire survey was conducted, and 446 valid questionnaires were returned. The following results were obtained: (a) self-presentation and perceived usefulness (PU) directly influenced gratification; (b) perceived entertainment indirectly influenced gratification through perceived ease of use and PU, and information sharing indirectly influenced gratification through PU; and (c) gratification was significantly and positively related to usage intention and attitude toward attractions. Based on these results, suggestions that new technology marketing can be used to promote causes other than Hakka tourist attractions established in Thailand can be contrived. For example, the tour-sharing APP developed in this study could be applied to emphasize the characteristics of Thai Hakka culture; users' fondness for self-presentation and information sharing can be used for word-of-mouth marketing to attract additional visitors. In addition, this research provides a reference for enterprises and marketers regarding the use of AR tour-sharing APPs to market tourist attractions, and also for future related studies.
2019
Technology has been changing the travel experience of visitors. Particularly, Augmented Reality is one of the emerging technologies, which widely used in cultural heritage tourism sites. This study is based on a new technology acceptance model and future modified this model to examine the relationship between product beliefs, consumer satisfaction with AR, and destination loyalty in cultural heritage sites. Moreover, this paper examined the role of technology readiness forming travellers’ loyalty of destination with a kind of travel technology--AR. The results show that perceived usefulness and perceived ease of use have significant effects on the satisfaction of AR towards the travellers’ loyalty of destination. TR is found to have moderating effects on this model.