Travel before you actually travel with augmented reality – role of augmented reality in future destination

Ahmad, Hassan and Butt, Asad and Muzaffar, Asif (2022) Travel before you actually travel with augmented reality – role of augmented reality in future destination. Current Issues in Tourism. pp. 1-18. ISSN 1368-3500

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The current study of Augmented Reality technology aims to understand consumers’ behavioural aspects toward tourism destination intentions in the current situation of a pandemic. Augmented Reality’s role has significantly influenced consumers’ intentions to travel in the future, yielding fruitful results for academics and managers. The technology readiness index, technology acceptance model, quality, Augmented Reality psychological engagement, attitude, and enjoyment were used to assess consumer behaviour. The final data analysis included 484 respondents, who provided insights into the use of Augmented Reality technology. The findings suggest that Augmented Reality aspects influence tourists who want to travel, tour, and realize their desired destination intention in the future. The conceptual framework’s overarching theories with Augmented Reality aspects provide relevant findings across the fulcrum of tourism research.

Item Type: Article
Identification Number:
6 July 2022Accepted
28 July 2022Published Online
Uncontrolled Keywords: Future destination intention, expected enjoyment of destination, augmentation quality, augmented reality psychological engagement, technology readiness index,perceived usefulness
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-06 - tourism, transport and travel
Divisions: Faculty of Business, Law and Social Sciences > Birmingham City Business School
Depositing User: Asif Muzaffar
Date Deposited: 31 Aug 2022 15:30
Last Modified: 28 Jan 2024 03:00

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