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Examination of the adoption of augmented reality: A VAM approach
Date Issued
2019
ISSN
1094-1665
1741-6507
Citation
Asia Pacific Journal of Tourism Research, 2019, vol. 24(10), pp. 1005-1020.
Type
Peer Reviewed Journal Article
Abstract
Despite the growing importance and popularity of augmented reality (AR) technologies in hospitality and tourism, little research to identify the degree of user adoption, particularly in the business travel sector, has been conducted. Based on a questionnaire administered to 161 stakeholders attending two international conferences in Hong Kong, user experiences and adoption intention were examined and analyzed through structural equation modeling. Adoption was explored using a value-based adoption model. AR adoption is affected by its perceived value to which the benefits of usefulness and enjoyment contribute, along with newly identified components of technicality and captivating inputs.
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