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

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.