Tourism Augmented Reality in China

Qiao Botao, Yulita Hanum P Iskandar


The purpose of this paper is to investigate the factors that influence Chinese tourists' behavioral intention to use tourism augmented reality (AR). The application of augmented reality technology in the tourism field is gradually gaining attention, however, there are still some research gaps in the study of tourists' behavioral intention. This study adopts the UTAUT2 (Unified Theory Acceptance and Use of Technology) model and telepresence theory as a theoretical framework and explores the behavioral intention of Chinese tourists to use tourism augmented reality and its influencing factors, taking into account the characteristics of the tourism field. The study also investigates the moderating role of previous experience with AR. This is an empirical study that adopts quantitative method. Firstly, searching domestic and international literature, we summarize the views related to the arguments of this study and analyze the current development of tourism AR in the tourism industry, and comparative analysis using utaut2 and telepresence theory identified the variables that influence willingness to travel, Second, use questionnaire survey method, by collecting questionnaires in online and offline modes and optimizing them based on the results of statistical analysis. The topic of AR in the context of tourism will not have been extensively studied. Given the rapid expansion of the use of AR applications in tourism, there will be a great need to understand its importance for tourists and for users who will be interested in using such applications and those who will be less motivated to use them. Therefore, more research will be able to help develop AR applications in tourism and help understand the requirements of tourists, so this study will aim to clarify the reasons that will influence the intention of customers to adopt such services. It will examine the relationship between UTAUT2 constructs (represented by performance and effort expectancy, social influence, facilitating conditions, and hedonic motivation), telepresence theory (vividness and interactivity), and BI to use tourism AR among Chinese tourists.

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